Experiential Bus Tour Campaign and Photo Experience for the DKNY #BeTempted Perfume Launch
Donna Karen is set to launch DKNY Be Tempted, a new gourmand oriental fragrance for women. To launch the new fragrance DKNY’s experiential campaign was created around a promotional bus tour that travelled across the UK with a bespoke photo experience on board. Donna Karan Be Tempted continues the theme of the DKNY Be Delicious collection. The original fragrance Be Delicious launched in 2004 and was fresh and energetic followed by Be Desired a brash and modern scent, while the new Be Tempted promises to be seductive and sexy.
DKNY Be Tempted represents a juicy and tempting red apple, a theme that is at the heart of Donna Karen’s promotional bus tour to launch the fragrance brand. The promo bus featured a 3D apple backdrop and a social media photo pod customised in a way that highlights the exotic nature of the new DKNY perfume Be Tempted. The fragrance features black current bud, devil licorice accord and red fruit. The heart represents feminity and passion captured by rose essential oil, violet and orange blossom. Exotic Indonesian patchouli oil in the base blends with vanilla cream and oriental myrrh resin.
The open-air social media photo pod is a perfect addition to a promotional tour or experiential campaign. A personalised photo booth adds a digital element to a campaign and is a useful marketing tool to help gain exposure online and specifically social media. DKNY customised the booth, the photo branding and the text that featured on the email and social media uploads – follow #BeTempted on Instagram. Bus tours remain a dependable marketing tool for a wide range of industries as brands can convey a powerful message on the outside of the bus, drawing peoples attention directly to the campaign. The interior allows visitors to explore a brands product or service and by creating a bespoke photo experience means visitors leave with a promotional souvenir photo.
The DKNY Be Tempted campaign kicked off at The Fragrance Shop in Manchester, before heading back down to capital for two dates with Conde Naste Vogue house in central London before culminating at Boots HQ in Nottingham.
DKNY Be Tempted will be available in 50 and 100 ml Eau de Parfum and will be presented in an oval glass bottle, coloured in red. The upper metal part is also red, decorated with a relief of a snake that winds around the stopper.