To build buzz before the launch, Coty worked with Cult London to post games, quizzes, and cryptic tweets to tease and excite Perry’s core group super fans called the Katy Cats.
The @KatyPerryPopUp opened on 22 July and saw all the usual elements of a physical retail store come to life online – with help from fans who acted as virtual shopkeepers to give advice on the smell of the fragrance. The shop used Twitter’s new buy now functionality to let Perry’s 73 million fans buy Mad Potion immediately before its bricks and mortar debut.
Speaking to The Drum Coty’s VP global Read full story ›
Source: The Drum
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