DKNY
Challenge: How does a brand launch another fragrance built on ‘love in NY City’, and engage New Yorkers – the world’s toughest consumers?
Solution:Promoted only in NY – on buses and taxi tops, the campaign encouraged New Yorkers to text to enter a sweepstakes offering one lucky winner a DKNY wardrobe worth $1,000. All participants were then offered the ability to opt-in to get ‘Tips on Love’ from DKNY and additional special offers at Sephora (the cosmetics store). Participants received fun weekly mobile tips – along with DKNY product messages.
Rip Road created the Mobile Sweepstakes application, the Mobile Tips application, as well as a website that captured user data for DKNY and Sephora. Coupled with an e-mail campaign targeting 18 – 35 year old women, this launch went so well, that DKNY looked to add mobile marketing to the launch of their DKNY Night fragrance.
