LOVE OF THE BUZZ BY JEAN-PAUL GAULTHIER

Kassius, the communication agency has which we owe the experience Issey Miyake, does it again this year with Jean-Paul Gaulthier and create the digital experience experiment dedicated to the Valentine's Day.

It is not the first one for the brand. In 2012, Jean Paul Gaultier how taught us to kiss French-style with “The art of French Kiss”: in full mouth or half-heartedly, the Internet users were invited to post a video personalized by their representations of the kiss to declare their flame.

On the site, perfumes Jean Paul Gaultier teach, each in their own way, the art of the French-style kiss. The brand so proposes an original way of rediscovering and of playing with its range of perfumes, by testing the power of seduction of each of the fragrances.

On the site, the Internet user discovers, for every perfume of the creator, the kiss which is associated with him and selects the way of kissing which tries he most. He chooses then the person to whom he wishes to steal a kiss via Facebook Connect, or by registering simply his first name and by indicating if it is about a man or about a woman. A personalized video is generated then immediately with the name of the Internet user and that of the elected representative of its heart. The video can be then shared on Facebook, on Twitter or by e-mail. These declarations virtual and the operation in her even allowed Isobar to win a prize Buzz marketing in 2012.

This year Kassius meets the challenge with " Kiss who you want "!

THE CONCEPT

The idea is simple: the KISS CAM. You don't know it? It is true that the concept is American but very nice. At half-time matches of basketball (sneaker), hockey, a camera records the audience and when a man and a woman appear close-up on the big screen of the stage (stadium), they have to kiss each other.

Demonstration in video

When we know that even the couple Obama passed there we find it less kitsch.

The brand was inspired by this phenomenon and encourages Internet users to participate to the biggest French Kiss event of the world via Instagram.

The competition is simple:

- We photograph our French Kiss

- We post the photo on Instagram

- We hashtag our photo with #jpgfrenchkiss

The competition takes place until February 28th with as a bonus an exceptional romantic evening offered by the brand.

In spite of the fact that we could think of the brand did not stop in this simple game, I am now going to speak to you about an operation which will last longer this year. 

On the website of the brand we discover in the navigation bar a suspicious tab: THE GLORY WALL!

https://www.jeanpaulgaultier.com/fr/glorywall

This wall is going to be in red light during the whole year to glorify the fans the most diligent of the brand. To participate it is necessary to have a twitter account. The principle of the game is simple : the Internet user has to share a maximum of Jean-Paul Gaulthier's content to climb the levels and reach the summit of the wall "Orgasmic Relation"

WHY IS IT A SUCCESS ?

Last year, Jean Paul Gaulthier's website reached 80 % of unique visitors and a growth of 30 % of the traffic on the e-shop. More than 450 000 kisses have been shared in one week. As the success often calls the success, the campaign was strongly released in the press, blogs and social networks. By asking to its fans to interact and to represent in a way the sulphurous spirit of this one, the brand creates an affect and encourages all the more to participate. Moreover, Jean-Paul Gaulthier takes advantage of every annual event to make live a digital experience to its Internet users.

The advent calendar with a JPG very hot!

The secret of the success of the operations of the brand ? BREAK THE CODES!

As he makes him for every Fashion Week by inviting outstanding personalities with parade for him as Madonna, Farida Khelfa, Grace (Favor) Jones, Beth Ditto, Arielle Dombasle, Mylène Farmer, Carla Bruni, Dita von Teese..

So far, we count 219 kisses exchanged on instagram under the hastag #jpgfrenchkiss. We are far from the record of last year, but it still lasts another 20 days to participate …

…so let’s go KISS WHO YOU WANT !