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Play—the New Fragrance by Givenchy

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There’s been a new aroma in the air since September 5th: Givenchy Play. For the launch of this new fragrance, Givenchy has decided to mix music with sensuality. The launch is a dual launch as it includes the two versions of Givenchy’s new Play cologne: eau de toilette and eau de toilette intense. The brand asked Vanksen|Culture-Buzz to help it create an interactive and innovative Play website. Check it out at Playgivenchy.com.

The website is divided into three sections. The first part lets you discover both versions of the new product: black and white. You can also uncover the subtleties of each version. The website furthermore includes a section dedicated to the new face of Play: Justin Timberlake. There you can see the "making of the advertising campaign." This sexy with a dash of trendy heartthrob of a singer was a shoe-in for the Givenchy job.

Lastly, the website lets you discover the entire Play universe through its interactive music section. There, visitors can create music mixes by using the website’s own sample music gallery. In keeping with Play’s two universe theme, visitors are able to use the sample gallery in their choice of black or white. Vanksen|Culture-Buzz always puts Internet users at the heart of website creation, which is precisely why it has incorporated this UGC element into Playgivenchy.com.

Additionally, there is a MIX gallery which stores the mixes that visitors make. These mixes form part of a daily contest in which visitors vote for their favorite mix. The creator of the day’s winning mix will be awarded a 50 ml bottle of Play eau de toilette. Go ahead and create your own mix. You can even do a bit of self-promotion by sharing your mix on your Facebook and MySpace profiles. The creator of the mix that collects the most votes over the course of the contest will get to spend a day at a professional recording studio.