Vera Wang: Vera Wang Rock Princess

Digital agency Minimart Digital has created an online competition for the new limited edition fragrance, Vera Wang Rock Princess on the AOL owned social networking site Bebo. The competition invites girls to upload their ‘Rock Princess’ look via Bebo or through their mobile phones. A weekly shortlist of 10 is then uploaded to the main page from where anyone can vote for them. The girl with the highest average score over 10 weeks will be crowned ‘Vera Wang Rock Princess’. The campaign is unusual in that it incorporates flash with brand interactivity, uploads and live voting on the Bebo platform.