Jane Leung
Oct 5, 2010

DKNY Jeans, Iris launch global digital campaign 'Room 303 - Unlock the secrets'

Fashion brand DKNY Jeans has launched its widely anticipated suspenseful global digital campaign ‘Room 303 - Unlock the secrets’.

DKNY Jeans, Iris launch global digital campaign 'Room 303 - Unlock the secrets'

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

 

Source:
Campaign Asia

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

8 hours ago

40 Under 40 2024: Nishant Shekhar, Havas Media Network

Shekhar stands out for his impact on both data-driven marketing and for mentoring the next generation of talent within his agency.

9 hours ago

Why CTV and retail media could transform digital ...

Connected TV will be crucial for boosting customer conversions and brand impact in 2025, while Hong Kong will also see a rise in search spending on e-commerce, driven by growing confidence in retail media, predicts the Trade Desk's Chris Ngan.

9 hours ago

The CMO's MO: Agoda's global CMO on why the future ...

Say goodbye to generic travel ads. Agoda's Matteo Frigerio, talks about using AI to craft personalised video ads that speak your language, whisper your dreams, and ignite your wanderlust. Much like a pocket-sized AI travel agent.

10 hours ago

Havas Media Network names Singapore CEO and SEA ...

Dentsu Media’s Singapore MD Pankaj Nayak joins Havas effective immediately.