By the looks of things, the fashion and luxury crowds are passionately embracing Web 2.0 as a marketing tool. Hot on the heels of Dior's The Lady Noir Affaire, French couture's enfant terrible Jean Paul Gaultier has followed suit with a campaign to celebrate the first anniversary of his Ma Dame fragrance.
A series of clues designed to progressively reveal the identity of a mystery guest will be released via an online network of blogs (including this one) and web sites over the course of the next few weeks. The first series of clues are contained in the short clip posted below.
To date, we know only that the mystery guest in question is an artist. The first 30 bloggers/readers to publish a post correctly identifying the mystery man or woman will receive a surprise from Jean Paul Gaultier. The clip reveals very little as you will see but my sense is that the artist in question is either a somewhat effeminate dandy (manicured hands, snug-fitting tux, patent leather wing tip shoes) or a rather androgynous woman (think Marlene Dietrich). My hunch though is that the mystery artist is a man (the hands have a certain masculinity to them). What do you think?
I find this campaign rather interesting in that the object is to get bloggers and their readers exchanging and discussing the clues (a clever way to get people chatting about it online and off I know but interactive nonetheless). I'll be posting clues as they become available. For more information, please visit the website.
Sincerely,
The Luxe Chronicles
Amusing stuff!
I wish they had a better video player where you can literally pause the video frame by frame. This video is such a tease as there as soooo many reflective surfaces to look at - windows, iPod, shiny floor, shiny vinyl record, mirrors, but considering how choppy the clip is, it's difficult to pause it at the right frame to get a good look. Frustrating indeed!
Posted by: Dahlia | Friday, June 19, 2009 at 02:00