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    Meijer Taps Vitrue for Meijer-Brand Social Media Initiative

    GRAND RAPIDS, Mich. - Meijer Inc. here is tapping into a new user-generated video solution to power its latest efforts to create tighter, more authentic relationships with customers.

    GRAND RAPIDS, Mich. - Meijer Inc. here is tapping into a new user-generated video solution to power its latest efforts to create tighter, more authentic relationships with customers.

    Working with Atlanta-based Vitrue Inc., the supercenter chain and it Meijer's will establish online communities that encourage customers to upload their own videos and engage with the Meijer brand while they enter an interactive contest.

    Meijer will use Vitrue's video-centric social media platform across the organization. Its first move is to launch a new Web site - meijerbrand.com - where users ranging from schoolkids and to loyal shoppers can create and share videos that illustrate how Meijer store-brand products have changed their lives.

    The contest will award more than $11,000 in prizes for the best submitted videos.

    "Meijer invented the supercenter concept and our success has been based on the strong relationships we've built with our customers," said Mark Brewster, manager of broadcast planning/production and video services for Meijer. "Our partnership with Vitrue helps us embrace our customers in a new way and harness their creativity to make our relationships even stronger."

    As part of its platform, Vitrue offers a suite of tools for creating, editing and posting videos and other content. Vitrue said its unique review and approve module and additional services will enable Meijer to implement its own brand safety standards for all content posted to its consumer-facing sites.

    Meijer operates 181 supercenters throughout Michigan, Indiana, Illinois, Ohio and Kentucky.

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