Luxury brands have engaged in the digital environment by vividly conveying history and style through websites adorned with captivating imagery and rich media. Although cloaked in the exclusivity of branded domains, these companies are beginning to incorporate the social web into their communications mix, as you can’t be coveted if there’s no one coveting you!
With the proliferation of social media, digital marketers are exploiting these platforms to capture and generate consumer interest in brands by replacing campaign-specific microsites with social media.
The recent launch of the Gucci Guilty fragrance incorporated multiple social media platforms, with YouTube serving as a cornerstone of the campaign strategy. In fact, the GucciGuilty.com URL automatically redirects users to this channel.
A dark and seductive mini-movie starring Rachel Evan Wood and directed by Sin City’s Frank Miller shaped the creative story of the release. Gucci created a dedicated GucciParfums YouTube channel designed to match the aesthetic of the campaign, as well as showcasing the initial pre-launch trailers and mini-film.
The GucciParfums YouTube channel offers multiple opportunities for interactivity and social sharing, such as:
• Redirect buttons for the Twitter stream and the brand’s Facebook page
• Channel sharing via email, Twitter, Bebo and MySpace, just to name a few
• Chat capabilities that connect through users’ Twitter and Facebook accounts
• Register for free samples
• Redirection to the GucciGuilty Facebook app via various calls to action, such as “become a fan” of the fragrance [through Facebook’s Like option]the offer of digital gifts or the option “Find us on Facebook”.