Wednesday, October 13, 2010

DKNY's Room 303

DKNY has launched a new global digital campaign titled: Room 303 - Unlock the Secrets. The integrated campaign involves a series of viral animated webisodes and promotional activities to coincide with DKNY's Fall/Winter 2010 collection inspired by the legendary Chelsea Hotel in New York.

The campaign, created by IRIS, features an artist, a poet, a rock star, an actor and a socialite all staying at the Chelsea Hotel. The site invites its audience to find out what draws the five strangers to the hotel; and by using the clues, the participants will unlock the secret to what is hiding in Room 303. The 5 part wesbisode series will feature a different character and key DKNY looks from the seasons collection. Fans can follow the site and campaign updates through blogs created for each of the five  characters, Twitter, and Facebook. Integrated throughout each step of the campaign is the chance to win DKNY Merchandise, and the grand prize is a stay at the legendary Chelsea Hotel in New York and a role as part of the ensemble cast for the final wesbisode.