DKNY’s guerrilla marketing stops NYC traffic

Anja Rubik & Sasha Knezevic, a model couple

In this time of information overload and bombardment of advertising messages, one has to be very creative in order to grab consumers’ attention. That is exactly what DKNY did with the recent guerrilla marketing effort in its namesake city.

Models Anja Rubik and Sasha Knezevic shared a lip lock ON TOP of a cab in the middle of Times Square last Friday.

The original commercial

The backdropof hustling yellow-cab-filled New York streets not only provided a stark contrast with the romantic act, it also helped draw plenty of on-lookers. Interestingly, Rubik and Knezevic are an engaged couple in real life and said to wed in July.

This sensational move is part of the ad campaign for DKNY Original perfume. It plays off the concept of the commercial that was released three months ago, where a couple had a steamy make-out session in the back of a cab and ended on top of one, among a sea of yellow cabs at a standstill.

According to Styleite, this pays an homage to the 1999 ad campaign that featured real life model couple Esther Canada and Mark Vanderloo.

DKNY also utilizes viral marketing by holding a photo contest called “Kiss in a cab.” It is actually a Facebook app where people can submit their own smooch pictures and view those by others.

Watch the 2011 DKNY Original perfume commercial:

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