Collaborated with creative team to develop a NYC VIP Pop-Up Club promoting Gucci Guilty. This activation leveraged the Gucci Guilty advertising campaign and incorporated social media outlets (Facebook, Twitter, etc.), mobile apps, blog postings and celebrity talent (DJ Mark Ronson and Evan Rachel Wood). The day following the event, Macy's debuted the in-store VIP sampling zone.

Existing Gucci Guilty campaign elements.

The Gucci Guilty VIP Pop-up Club experience moved to 4 secret locations throughout the evening.
Gucci commissioned DJ Mark Ronson to remix Depeche Mode's single "Strange Love." It became
the signature track for the VIP Pop-up Club experience and was used as the background tune
for the national TV spot.

In order to gain access to the Pop-up Club experience, guests had to pre-register on Gucci’s Facebook page.
After registering, a special password was sent via email. When the club moved to a new location, a follow-up
email was sent to provide the new whereabouts.

Gucci Guilty spokesperson Rachel Evan Woods attended the event.

The VIP Pop-up Club experience caused an online social media disruption.
Gucci fans wanted to know what was happening and how to access the event.

The following day blogs posted details about the experience.

Macy's continued the experience in-store at the Gucci Guilty VIP sampling zone. Plush chairs were arranged
around a touchscreen table that looped video content from the party and behind the scenes footage from
the commercial. GG embossed thank you cards included links to secrets sections of the website.