The website asks participants to produce web spots for its new men’s fragrance, requesting users to create videos and soundtracks that best capture ‘the essence’ of the perfume.
The competition winner will have his or her video promoted on the DKNYMEN website, as well as receiving a $3,000 prize, together with DKNY branded goods.
The move is part of a growing trend by cosmetics providers to tap into social media, with company’s such as P&G, Unilever, L’Oreal and the Nivea brand all increasingly using a variety of online tools to market their products.
