Tuesday, February 10, 2009

Yves Saint Laurent Tote Bag and Heart USB Promotion

On Valentine's day, Yves Saint Laurent will be giving away a Stefano Pilati designed YSL tote bag and a YSL branded heart shaped USB flash drive (containing images from the YSL S/S '09 ad campaign) to 2,000 lucky people on the streets of New York, Paris, London, Hong Kong and Tokyo. I love the concept behind this giveaway blitz as it is an exceptionally clever way to heighten awareness of the brand by taking viral marketing to the next level. Those people that end up with these giveaway items (acquired either by figuring out the locations where the giveaways will happen or from Ebay scalpers) will ultimately be hardcore fashionistas and the content on the USB flash drive will quickly be disseminated through a variety of social media networks and fashion websites, while the tote bag will instantly become a coveted collector's piece. I applaud YSL for devising this relevant and ingenious marketing strategy.


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