To excite consumers about its new Kingdom of Jewels Fall/Winter 2012-2013 jewelry collection, Swarovski is kicking off a digital campaign online offering VIP experiences to consumers from Aug. 27 (this coming Monday) to Sept. 30. The collection, which contains 65 SKUs, will be available in Swarovski boutiques beginning in September, and the brand’s elaborate efforts go a long way toward putting its rock-royalty-inspired jewels, complete with medieval and Eastern influences and oxidized elements, in a very fashionable spotlight.
For example, the first 100 boutique visitors to Swarovski boutiques in New York City, Hong Kong, and Paris, will receive a crystal chaton engraved with the name of the city and a unique code—viewable at kingdomofjewels.com—granting them access to local music, nightlife, culture, and fashion experiences. (Participating New York City boutiques are located at 696 Fifth Avenue, 365 Madison Avenue, and The Shops at Columbus Circle.)
More consumers can participate in the month-long festivities by accessing a City Guide on Swarovski’s website, which details special events curated for Swarovski by local bloggers and influencers in each city. Plus, consumers worldwide can also participate in the month-long festivities by entering a global competition on the same site, whereby a winner will be chosen at random in October. (Swarovski won’t reveal the prize until Monday!)
Additionally, information on the jewelry collection itself will be shared through a series of short films that offer a behind-the-scenes look at the inspiration, muse, and face of the campaign. The first two films, by Swarovski creative director Nathalie Colin, transport viewers to an opulent, baroque world inspired by her muse for the collection, musical artist Brisa Roché, while the third film will elaborate on the concept of offering a month of “royalty” to Swarovski consumers through the Kingdom of Jewels campaign. “The third film lays out the whole concept of the campaign rather than talking about the jewelry collection,” explains a Swarovksi spokesperson.
Serena necklace from the new Kingdom of Jewels collection, $1,200