Global launch for Swarovski’s Rock Royalty-themed seasonal collection. To reach consumers who normally think Swarovski is not for them and increase visits to POP, we created a one-month Swarovski VIP program. In Paris, Hong Kong and New York, the first 100 people to visit selected Swarovski stores on September 1 received a special ‘jewel’, unlocking a range of VIP experiences in their cities throughout the month, free for them and their friends. In 13 other cities worldwide, selected top bloggers put together a unique event calendar, and a global contest brought one lucky winner and her friend to Paris for a private styling session with Swarovski’s Creative Director Nathalie Colin and tickets to a concert with collection muse Brisa Roché. The campaign included activation, print, film, PR, microsite and social media content.