As marketers seek to create more viral campaigns and tap into the growing influence of bloggers, public stunts and events targeting short-lead Web writers are gaining momentum. In a prelude to the launch of its new DKNY fragrance, Donna Karan Cosmetics staged an attention-grabbing photo op in Times Square on Friday morning and invited beauty editors and bloggers to blog live from a gifting suite. The stunt, which had model couple Anja Rubik and Sasha Knezevic kissing atop a taxi in the theater district's pedestrian plaza, was designed to recreate the ad campaign for the women's eau de toilette and encourage consumers to participate in a Facebook promotion.
Starting at 10:30 a.m., writers and editors gathered at Sephora's Times Square location, where the cosmetics company had set up a small lounge replete with water, snacks, and samples of the scent. From this area, reporters were encouraged to blog and tweet using the #DKNYOriginal hashtag, whilst trying the scent and nibbling on black-and-white cookies. The group was then directed outside to the plaza to watch the photo op and interview Rubik and Knezevic.
To involve consumers, the brand also created a Facebook application, inviting fans to submit photos of themselves kissing in cabs to be part of a live streaming video, which will be available to tweet, post, and email. The collection of images will also be included in the TV commercial for the scent.
