The integrated campaign titled ‘Room 303 - Unlock the secrets’, involves a series of viral animated webisodes and promotional activities to coincide with the brand's Fall/ Winter 2010 Collection inspired by the legendary Chelsea Hotel in New York.The campaign is created by Iris following their appointment to handle the project regionally in August.
The campaign, which features an artist, a poet, a rock star, an actor and a socialite all staying at The Chelsea Hotel, invites participants to find out what draws five strangers to the hotel and unlock the secret to what lurks in Room 303. The teaser ad opens with, “Five strangers. One hotel. Too many secrets."
The five-part series, each featuring a different character and key DKNY looks, will launch progressively over five weeks, starting 14 October.
Fans can follow the story and pick up clues on characters’ blogs, MySpace, Twitter, YouTube and Facebook as the tale unfolds. Each episode will conclude with a quiz and the chance to win DKNY merchandise.
The grand prize is a stay at the legendary Chelsea Hotel in New York and a role as part of the ensemble cast for the final webisode.
Credits:
Project Room 303 - Unlock the secrets
Client DKNY Jeans
Creative agency iris Singapore
Art director Jimmy Lee
Copywriter Shehan Karunatilka
Exposure Online, retail
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