ALL WRAPPED UP: Wrapped in Merino, the latest social media campaign from The Woolmark Co., wants to make the record books for the “world’s longest social scarf.” The campaign, which runs on Facebook and as a microsite, aims to connect people in social media as they collaboratively design a giant virtual scarf. Each participant creates their own section of the scarf, adding their photo and customizing the scarf design, before sharing it with their friends through Facebook, Pinterest and Twitter. At the end of the campaign, the scarf will be submitted to RecordSetter for inclusion in its list of world records.

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This story first appeared in the May 30, 2012 issue of WWD. Subscribe Today.

Rob Langtry, Woolmark Co.’s chief strategy and marketing officer, said, “The campaign aims to give users a fun, memorable experience” with merino wool and give them the opportunity to design and customize their own personal scarf. The campaign comes as Woolmark Co.’s social media community, We Love Wool, reaches the 100,000-follower milestone.

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