To generate “buzz” about the special Web site, Chanel has been communicating with the writers of 200 blogs around the world, including Beauty Addict (beautyaddict.blogspot.com), Blogdorf Goodman (blogdorfgoodman.blogspot.com) and Kristopher Dukes (kristopherdukes.com). The bloggers received a mysterious box offering them a preview of the special Web site along with an inside look at the making of a sexy commercial that is the centerpiece of the campaign, featuring the young actress Keira Knightley.
— Read more in Chanel Intensifies Online Effort in today's New York Times, which details Chanel's efforts to get attention for the new mademoiselle-forever.com website for Coco Mademoiselle perfume.
Oops…didn't tell what the above link is about. I posted and reviewed the 60-second version of the commercial last time. Please take a look if you wish to get a quick peak of the TV spot before it is being aired on national TV (this Friday, if I'm not mistaken).
Thanks for the article!
i believe chanel has also given some fragrance bloggers trips to paris, no?
Yep! I just got the “mysterious box”, LOL…
I like all the advertising they've done on this. I think KK fits the image much better than Kate Moss, and the online/TV ads appeal to me a lot. I just wish I liked the juice…
The interesting thing about the campaign is that the juice seems besides the point…the DVD they included in the press mailings doesn't have nary a word on the subject. Not even about the 2 new CM products. It's all about Coco Chanel's apt & Keira.
Let me amend that…they did include a bottle of the parfum, so perhaps it isn't meant to be as besides the point as my statement above indicates. Still, you'd think there would be something more, written or visual, on the scent itself? Materials so you could announce the new CM products, something? It really seems very focussed on Keira.
Their email with the password was almost lost among all the spam and other PR stuff I'm getting, so I nearly missed the whole thing. I'd appreciate a more personal email with a lot more actual details, including info on Keira's hair and makeup.
CM isn't my favorite Chanel fragrance, so it takes more than a nice video clip to make me reconsider or push me to re-sniff and write about it.
I got the email, but it led to nothing but the video clip, as you point out. What good does that do me? They would have done better to just load all this video onto YouTube and send some actual information, IMHO.
Ah, so that's what that was… I didn't even read the email, just chalked it up to some sort of mass PR effort to get around the blogiverse blow out over the mysterious airbrushed tumor masquerading as a breast that was growing out of Keira's armpit in the print ads. Huh. Oh well. Too late now to worry about whatever was in it.
It's really curious to me that they didn't go with a You Tube distribution, too – seems just as effective, if not more so, since You Tube allows for easy sharing either via embedded video or forwarded personal email. Maybe the You Tube route seemed to pedestrian or whatever for Chanel?
LOL — you didn't miss anything but a nice bottle of KM parfum, which I've got to give away anyhow. I'm still not sure if they wanted bloggers to figure out how to download & embed the video on their own? Or just talk about it and build up a buzz?
But when you think about it, communicating w/ bloggers at all seems more pedestrian than you'd expect from Chanel. It's a brave new world, LOL…