PARLUX

AllExperiential

Jun 19

PARLUX

EXPERIENTIAL LAUNCH CAMPAIGN FOR KENNETH COLE’S INSPIRE FRAGRANCE

Objective

BUILD ANTICIPATION FOR KENNETH COLE INSPIRE WITH JOE JONAS AND DRIVE THE PRODUCT REVEAL THROUGH A MULTI-CITY EXPERIENTIAL CAMPAIGN.

Campaign

TO TEASE THE LAUNCH OF KENNETH COLE INSPIRE WITH JOE JONAS, WE TURNED ONE CRYPTIC URL, THISWASALLJOESIDEA.COM, INTO A MULTI-CITY EXPERIENTIAL CAMPAIGN. WITHOUT REVEALING THE PRODUCT OR PARTNERSHIP, THE TEASER APPEARED ON BILLBOARDS AND WILD POSTINGS ACROSS MULTIPLE CITIES. WHEN JOE SHARED A PHOTO OF HIMSELF IN FRONT OF THE POSTERS, THE WEBSITE WE DESIGNED AND BUILT WENT LIVE. THE WEBSITE FEATURED A LIVE COUNTDOWN AND AN INTERACTIVE THEORY FEED THAT ASKED ONE QUESTION: “WHAT IS JOE JONAS UP TO?” THE FEED TAPPED INTO PEOPLE’S CURIOSITY, INVITING FANS TO SHARE THEIR GUESSES, SEE WHAT OTHERS WERE THINKING, AND LIKE THEIR FAVORITE THEORIES.

FOR THE REVEAL, WE TOOK OVER THREE DIGITAL SCREENS AT ONE TIMES SQUARE. THE SAME THISWASALLJOESIDEA.COM CREATIVE RAN FOR 24 HOURS BEFORE CHANGING AT EXACTLY MIDNIGHT TO REVEAL KENNETH COLE INSPIRE WITH JOE JONAS. THE CAMPAIGN THEN MOVED TO STREET LEVEL WITH BRANDED INSPIRE PEDICABS, INCLUDING ONE JOE RODE THROUGH NEW YORK CITY.

THE CAMPAIGN CULMINATED WITH A LAUNCH EVENT INSIDE THE SAME ONE TIMES SQUARE BUILDING, GIVING GUESTS A FRONT-ROW VIEW OF THE REVEAL OUTSIDE. WE PLANNED AND MANAGED EVERY ELEMENT, FROM THE VENUE, FOOD AND BEVERAGE, DJ AND AV TO STAFFING, SECURITY, SIGNAGE, BRANDING AND FABRICATION.

Results

WITHIN SECONDS OF THE WEBSITE GOING LIVE, PEOPLE BEGAN GUESSING WHAT JOE JONAS WAS UP TO, WHILE CREATORS POSTED GREEN-SCREEN VIDEOS FEATURING THE SITE AND ASKING THEIR AUDIENCES WHAT IT WAS ALL ABOUT. THE SITE ULTIMATELY COLLECTED 15,000 FAN THEORIES.

FOLLOWING THE PRODUCT REVEAL, THE CAMPAIGN GENERATED MASSIVE ORGANIC SOCIAL MEDIA FOOTAGE AND COVERAGE WITHIN 24 HOURS, AS FANS, CREATORS AND MEDIA OUTLETS DOCUMENTED AND SHARED THE LAUNCH ACROSS PLATFORMS. JOE JONAS PARTICIPATED DIRECTLY IN THE OOH ACTIVATION, FURTHER AMPLIFYING THE CAMPAIGN, AND KENNETH COLE INSPIRE SOLD OUT AT NORDSTROM RACK STORES.