DKNY ignites international buzz with #UK2012


ICED Media partnered with client DKNY to drive massive online and offline buzz around the July 1, 2012 reopening of its London store just in time for the Olympics.

Prior to the relaunch of the store, ICED Media created a video for DKNY featuring a faux social media hype session among 50 handpicked global celebrity and social influencers. The video highlighted and parodied the Fear of Missing Out (FOMO) effect among influencers who are accustomed to receiving special attention. ICED Media harnessed the hype around the video to create a multiplatform social movement leading up to and surrounding the actual event that translated into exciting real-world results.

Platforms used: Youtube, Twitter, Tumblr, Facebook




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