Britney Spears fragrances/Elizabeth Arden (New York)
Coburn Communication(New York)
The Britney Spears fragrance franchise was celebrating its 10th year and Elizabeth Arden wanted to commemorate the milestone and promote Spears' Fantasy anniversary-edition scent.
Strategy Coburn Communication and Elizabeth Arden created unique messaging to make fans feel part of the celebration and thanked major media outlets for their support of the brand.
New York City chalk artist Hani Shihada was hired to spread Spears' gratitude throughout the city. He started with a thank you message to fans in Washington Square Park where anniversary fragrance samples were given out.
The team then moved to the sidewalks of major publishing houses including Hearst, Time, American Media, Condé Nast, and Rodale. Each unique drawing included the hashtag #10YearsofBritney, encouraging fans and staffers to tweet or Instagram the messages.
One hundred bottles of the anniversary fragrance were signed by Spears and shipped to stores across the country. Sites including OK!, InStyle, and People.com created Britney-centric contests for fans to win bottles signed by the singer.
Question and answer sessions with Spears were arranged for various media outlets.
Editors at Vogue, Lucky, and Fitness posted about the chalk art. Coverage of the fragrance appeared in outlets such as Cosmopolitan and InTouch.
The #10YearsofBritney hashtag received 1,596 tweets and 1,416 retweets.
"The chalk art was a groundbreaking tactic," says Gretchen Dowling, VP of PR at Elizabeth Arden. "It was the perfect way to kick off this celebration."
Spears continues to grow her fragrance portfolio with Elizabeth Arden and the agency.