Old-school apparel retailer SYMS has joined the throngs of major retail brands leveraging who are beginning to leverage digital media, viral and social media to drive foot traffic into their stores. SYMS has come up with an innovative marketing program that involves a sweepstakes consumers can enter to win a free suit. They are targeting business people, mostly men, who have been hit hard by the economic recession and need some help, including a free make over and career consultation. I admire SYMS for stepping in and showing how much they care. I haven’t seen any other retailer make such an effort to reach out to their local communities and help consumers in this way. They are using all the digital arsenals, ranging from twitter to blogs, to keep customers in the loop and build awareness for the ongoing campaign. So far, they’ve doubled expectations by having over 5,000 people sign-up for the sweepstakes. I’ll try to keep you posted on the progress of the campaign. Brand Week has a full article on the store, which you can click here to find more about.