Desigual

Thousands of virtual kisses bring fans to real Kiss Parties.

Background

Desigual is an innovative and rapidly growing clothing brand based in Spain and recognized internationally for their creativity and design. Known for unconventional marketing techniques, Desigual’s modus operandi is to involve customers, marketing through events, parties, and fun. Desigual’s 2010 theme is the “Kisstour’10”, a series of Kiss Parties in major European cities. Since fan participation is already a core value for Desigual, reaching out through Facebook and engaging fans to help spread the news of the Kisstour made perfect sense.

Objectives

1. Promote Desigual’s latest marketing campaign, “Kisstour’10”
2. Provide Desigual fans an experience consistent with the company’s image as young and happy-go-lucky with style and fashion
3. Engage Facebook users in the demographic excited by the Desigual clothing line and the Kiss Parties
4. Use the viral tools within Facebook to get fans to invite their friends to the Kiss Parties

Results

Friend2Friend designed a fun and stylish “I ♥ Kisses” application to promote Desigual’s latest event in its “Kiss Tour’10” campaign; the Paris Kiss Party. Users could choose from an assortment of kisses—a Grandma kiss, a Lipstick kiss, and a Bubblegum Kiss, for example—and send them to friends. After sending a kiss, users were invited to RSVP to the Kiss Party, which then connected them to the Facebook event where they could receive updates and reminders for the party.

Fans used “I ♥ Kisses” to send almost 300,000 kisses prior to the Paris Kiss party. An average of 5 fun and frivolous kisses were sent per user, with each user spending an average of three and a half minutes with the application. The Paris Kiss Party was a huge success, attended by over 3,000 enthusiastic fans showing their love—and kisses—for Desigual.

Send a Kiss and learn about the Desigual Kisstour ► I ♥ Kisses