In celebration of DKNY's London store re-opening, the legendary modern fashion brand partnered with ICED Media to produce a video mapping a faux social media hype session across every social platform. By utilizing the undeniable strength of FOMO (Fear of Missing Out) surrounding such an exclusive invite, and recruiting over 50 top influencers to volunteer, the DKNY video and hashtag #UK2012 spread around the 'real' internet just as fast as it did in the video. The specific use of social media as a supporting character in this video is a prominent display of how news spreads in real time across channels and platforms. The Facebook, Twitter, Instagram, Pinterest, Tumblr & Foursquare landscapes were highlighted like never before, showcasing expertise in how voices and conversation propagate form platform to platform in real time. The success of the campaign was reaffirmed through the organic Twitter trending topic appearing within the first hour of the video launch and accolades from myriad industry authorities including The Wall Street Journal. Wall Street Journal exclusive http://blogs.wsj.com/runway/2012/07/12/dkny-makes-faux-social-buzz-to-create-the-real-thing/
-50 fashion-influencer cameos leveraged to drive earned impressions -12M+ Twitter impressions of #UK2012 -Wall Street Journal exclusive http://blogs.wsj.com/runway/2012/07/12/dkny-makes-faux-social-buzz-to-create-the-real-thing/ -Trending topic on Twitter with no paid media
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