DKNY JEANS Room 303-Unlock the Secrets
DKNY JEANS International launches its Fall 2010 Collection via an integrated global campaign this October, featuring digital and social media activities revolving around a series of viral webisodes, as well as retail and promotional activity.
ROOM 303 – UNLOCK THE SECRETS is an animated mystery story set in Hotel NYC, inspired by the Chelsea Hotel. Told in 5 webisodes over 5 weeks, story characters are styled in key looks from the collection. Viewers will further be engaged throughout the season with extras such as character blogs, MySpace updates, Twitter feeds and Facebook wall posts. Consumers can answer questions after each webisode to enter a draw to win DKNY JEANS merchandise, with a big prize at the end of the season where the winner will get to relive the campaign experience with a stay at the Chelsea Hotel in New York. In addition, the Big Prize winner will be drawn into the final webisode as part of the ensemble cast!
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