Covet: Sarah Jessica Parker

Consumer Activation Target
City Lights

Challenge
Tap into Sarah Jessica Parker’s enthusiastic and loyal fan base to support the newest extension of the SJP fragrance line, Covet.

Solution
The Sarah Jessica Parker fragrance consumer is a sophisticated but playful woman, and also a huge fan of Sarah and her characters. Alcone saw a unique opportunity to create a highly involving experience between Sarah, her product and her fans by linking to the brand’s caper-style TV spot supporting the launch. Alcone started with the television spot and created “The Case of the Coveted Bottle,” a web-based Alternate Reality Game (ARG) that offered prizes for solving the mystery. For a period of 10 weeks, consumers collected clues through a multi-media effort involving YouTube, MySpace, Lucky Magazine, database efforts and email blasts, ARG gaming sites and in-store appearances by Sarah Jessica Parker.

Results
This program drove unprecedented engagement across the web driving over 1,200,000 minutes of consumer interaction, while delivering significantly better ROI than previously run support media! A total of 9,500 consumers signed on to participate in the game with over 90% still actively playing at the end of the 11 week event. Additionally the effort gathered 68,000 unique and new database registrants with over 60,000 requesting product samples.