Chanel is boosting its digital presence with a brand history microsite, a photo booth Facebook application and a game to engage a wide breadth of consumers.
The first part of Chanel’s digital marketing is its Culture Chanel Web site found at http://www.culture-chanel.com, which is run in conjunction with its physical museum in Beijing. Culture Chanel reveals the codes and elements of the language of Chanel that come together to make up this unique brand. The exhibition has been developed around five themes: Origin, Abstraction, Invisibility, Liberty and Imaginary and is presented through a very fluid exhibtion approach.
Chanel also launched a photo booth Facebook application that centers on the brand’s lipstick line. Consumers with Webcams can pose for a series of four photographs, decorate them and share on their Facebook walls. Also there is a game that allows users to play with a selection of CHANEL accessories. Chanel Fans can endlessly drag & drop the products and make them collide on http://christmas2011.chanel.com/ or download the iPad® application “Stick to the List”.
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