Member Since: 11/26/2010
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Details on Rihanna's 'Reb'L Fleur' marketing campaign
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he new scent, Reb’l Fleur by Rihanna, is, as its name suggests, meant to evoke both the rebellious and flowery sides of the singer, and a video featuring her that is the centerpiece of an online campaign also depicts that duality.
For half of the one-minute video, by Droga5, a Manhattan agency, Rihanna glides around a lush topiary garden wearing a peach dress and smiling. Then, Alice-like, she steps through a mirror and is suddenly wearing a black dress and a come-hither expression, and is embraced by a dark stranger wearing a tuxedo.
A specially designed video player enables users to choose to run the video in either direction, which of course conveys different situations, such as the singer stepping toward the man in one mode and backing away from him in another.
When the page is uploaded, the frame frozen on the video is at the 30-second point, as Rihanna’s nice and naughty personae gaze toward one another from either side of the mirror, and viewers may proceed in either direction. The video is expected to be uploaded to rihannareblfleur.com, and a simplified version will appear on video-sharing Web sites like YouTube and Vimeo.
What viewers may find mind-boggling is that the video was choreographed to make it difficult to determine in which direction it was originally filmed. There are no obvious giveaways — say, flower petals being plucked in one direction and the petals being reattached in the other.
Misha Louy, an executive producer at Droga5 who worked on the video, explained that in some shots Rihanna was even filmed walking backward, or was directed to walk forward in such a way that when the video was played in reverse it “wouldn’t look like she was moonwalking backwards.”
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And there's more:
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As for how much input celebrities have in designing their perfumes, Frederick E. Purches, the founder and chief executive of Parlux, said some were particularly influential, like Rihanna. For Parlux, the campaign invests an unprecedented amount of resources into an online campaign. But it also relies on more traditional advertising. Reb’l Fleur billboards featuring Rihanna were scheduled for monthlong runs beginning Feb. 7 on Sunset Boulevard in Los Angeles and Feb. 14 in Times Square. Rather than introducing scents as it often does, magazine advertising will bring up the rear, appearing in the April issue of Lucky and the May issues of Juicy and People Style Watch. For three months beginning in April, the perfume also will be advertised in 363 movie theaters on 1,903 screens. A 30-second spot will be an edited version of the online video, and as moviegoers exit the theaters representatives from the brand will hand them scented cards. The brand expects to hand out about seven million of the cards, offering them not to everyone but rather to the target demographic for Reb’l Fleur: women 18 to 24.
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Full article: http://www.nytimes.com/2011/02/10/bu..._r=2&src=busln
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