Catch were tasked with creating an engaging and interactive campaign to support the launch of Coty's latest fragrance for men - Guess Night. The fragrance, slated for launch in North America & Europe in Winter 2013 required a sexy and exciting digital activation that would appeal to Guess fans and those new to the brand alike.
Our innovative campaign was built around the core mechanic of "Owning the Night". We invited users to share how they 'owned the night' by uploading photos from their Facebook or Instagram accounts, or a tweet to our custom designed and built app. The more social feeds users pulled from, the greater their chances of winning one of the incredible prizes, ranging from Guess watches and the Guess Night fragrance to the grand prizes of a free trip to one of the six Guess Night launch parties in New York, Los Angeles, Milan, Chicago, Miami, Las Vegas & Milan.
By asking users to tap into their social networks to enter, the campaign promotes sharing across these platforms, providing an organic boost to the paid media spend for the launch. Users were offered the chance to invite up to 4 friends using our full Facebook API integration who were then able to take part in the prize draw to win tickets to one of the incredible launch parties planned.
The design of our app draws its inspiration from the sexy, nightclub environment featured throughout the fully integrated media campaign, as well as from the bottle itself. Our team worked to create an immersive digital journey which draws users into the sexy energy of the Guess Night experience.
Key Tech Features
- Integration with Facebook, Twitter & Instagram API
- Responsive design for desktops, tablets & mobiles
- Built in Drupal 7