Amsale, the leader in couture bridal and evening wear, has teamed up with Brickfish for the launch of its “Do Your Friends a Favor” campaign. The campaign, located at, asks entrants to upload photos of their dress disasters. Entrants will then choose replacement dresses from the provided Amsale dresses and include detailed descriptions of their worst dress moments. The grand prize winner, selected by Amsale from the top 250 highest scoring entries, will win a trip for two to New York City to meet with Amsale and enjoy a $2,500 shopping spree at the Amsale Flagship Salon.

Long regarded as the creator of the modern wedding dress, Amsale has more recently been credited with reinventing the modern bridesmaid. The launch of the campaign coincides with the debut of the Amsale “Do Your Friends a Favor” advertising campaign, which highlights the designer’s more fashion-forward bridesmaid gowns.  In addition to the grand prize winner, Amsale will be giving away prizes to one runner-up and one most viral winner as well as to weekly sign-up sweepstakes winners. “I’ve always believed that you choose your bridesmaids to stand up and support you on the most important day of your life – what’s the point in dressing them in a costumey looking gown that would never be relevant in any other situation,” said Amsale. “Our bridesmaid dresses make use of fabrics and treatments echoed in ready to wear fashion. They’re more like fabulous party dresses.”  The Amsale “Do Your Friends a Favor” campaign will be powered by the social media marketing solution Brickfish®. The campaign enables consumers to create exciting, personalized brand-focused user-generated content (UGC) and virally share their entries with their vast social networks via widgets, blogs, IM, email and more. Campaign participants have the ability to interact with the Amsale campaign by creating, reviewing, sharing and voting upon brand-relevant content.  The “Do Your Friends a Favor” campaign ends April 13.