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Kisses for the world (Spain)

 

Posted on March 19, 2008
Baptiste Roynette

 

Desigual Kiss the World was a buzz created by the Spanish fashion brand Desigual in Barcelona last year. In May 2007 the brand organized a special event in order to generate word of mouth. This year on April 3rd the second edition of this event will take place.

This buzz is based on a very clever idea, because it invites participants to come to the shops before the event has even taken place. Those who wish to participate in the “kiss party” have to go to one of the brand’s shops first in order to get a voucher. Before the event starts they can exchange this voucher for a T-shirt, and everyone who wants to can participate. A wise move by the brand, as this exposes its "possible" future clients to the products before the party takes place.

On the website Desigual Kiss the world people can upload photos, post a comment, check out videos and photos of the Barcelona event last year and obtain information about this year’s party in Madrid. An exhaustive site to accompany this nice creative buzz operation.

Desigual has evidently opted for a 360° campaign combining buzz, actions in shops and a website.

Here’s a video to give you a little taste of the event:


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Comments

1. Thursday 10 April 2008 attime 20:33, by Superanuncios

I think it was a brilliant campaign, however it would have been way more successful if they had carried out the same idea in several cities across Spain or Europe at the same time.

Regards from Superanuncios in Spain.

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