Directing the ad spot with DKNY
Scent success. DKNYMEN has allied with social media marketing outfit Brickfish to challenge consumers to produce web spots for the new men’s fragrance. Video wizards need to visit the contest’s microsite to grab the imagery and audio the brand wants them to use to create an original clip.
The winning entry in the DKNYMEN Director Challenge will be chosen from the 100 most viral videos, with the top filmmaker rewarded with a cash prize, a one-year supply of DKNYMEN fragrance, and a DKNY wardrobe. In addition the top clip will be showcased on the DKNY fragrances website.
“The DKNYMEN Director Challenge is a great way for DKNY to unearth the raw talents of its consumers and to promote brand evangelism,” says Nichole Goodyear, president/CEO of Brickfish. “By asking its consumers to produce new web spots or to share their opinions on their current web spots, DKNY will foster deeper relationships with their consumers through those interactions. We are confident the DKNYMEN Director Challenge will create massive brand awareness for DKNY across the Internet.”
