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#MKTimeless

How Michael Kors is Working with 100 Fashion Bloggers for #MKTimeless

Last week I received an invite from Michael Kors to participate in a campaign to celebrate the release of the Paris Limited Edition Runway Watch. I found the process and pitch pretty interesting and wanted to share the inside scoop. According to the press release, the campaign "marks a continued effort on the part of the Michael Kors brand to engage and interact in increasingly innovative ways with its social community and raise its digital presence."

Campaign Overview

In exchange for signing up to blog about how I style (or would style) my Michael Kors watch, Michael Kors provided access to images, information about a Twitter/Instagram contest and an opportunity to win the Paris watch or store credit if my blog post drives the most social actions. (Hint Hint). They're also going to send me a pair of aviator sunglasses.

Campaign Management

The brand is using Social Chorus, which acts as a blogger-friendly dashboard and central hub for the campaign. I signed up on my iPad, connected my social accounts, and the whole process was seamless. Upon getting access, it was easy to grab images with embed codes (which makes it easy to track placements), a press release, and campaign specifics, including full terms and rules, and a FAQ.

Disclosure

The brand was very up front about disclosure, noting:

Reminder- At Michael Kors, we support ethical blogging and strict adherence to the FTC guidelines pertaining to free samples and gifts. Participants in our campaigns are expected to do the same and we are here to assist and guide you as needed. For more information, visit: http://ftc.gov/opa/2009/10/endortest.shtm

The Watch

I've been thinking a lot lately about getting a classy lady watch, and I actually really like the Paris watch, particularly because it's rose gold yet still pretty masculine. A right nice combo. So, I put together a fun Polyvore set showing how I might style it:

#MKTimeless

The #MKTimeless Contest

The Paris watch is the second in a series of destination-inspired watches and follows the New York version, which launched earlier this year. Fans can post photos of their Michael Kors watches-styled  to Instagram or Twitter with the hashtag #MKTimeless for a chance to win the watch.

Final Thoughts

The only thing that reads a bit weird is the idea of asking us to style a watch that hasn't been released yet - so there's not actual way to style/wear/shoot it yet. While I get the need to keep the campaign product specific, what about focusing the content creation component on a broader concept that would support the watches, like "show us your best Parisian-style." However, I really enjoyed using the Social Chorus platform - it clearly laid everything out, and of course, now that I've had Lasik and no longer need prescription sunnies - I'm all about collecting new ones - and am excited to receive the complimentary sunglasses.

What do you think of Michael Kors' approach to the campaign?

About the author: Crosby


Known as the "fashion publicist's most powerful accessory," (SD-UT) and the "West Coast 'It' girl of fashion PR," (YFS Magazine) Crosby Noricks is a brand strategist, author and founder of PR Couture. Crosby was included in the iMedia 25 Class of 2012 Internet Marketing Leaders and Innovators, and enjoys helping fashion and lifestyle brands connect with their audiences in meaningful and creative ways.

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Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. I care about supporting and celebrating fashion publicists as well as helping rad companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixer sessions or shoot me an electronic communiqué.