• September 12, 2012

To showcase its crystal jewelry in the midst of Fashion Week’s hoopla, Swarovski has introduced a campaign called ‘Kingdom of Jewels,’ highlighting items from its new fall and winter collection. Social media and installations are focused on 2,300 stores in15 international markets, including London, Madrid, Shanghai, Amsterdam, Milan, Seoul, Istanbul, and Melbourne.

The details of the experience, found on its Facebook page and a mobile version, invite shoppers to be ‘Royalty for a Month,’ and offer such tools as an interactive city guides to “hidden gems, suggested by an army of taste-makers and insiders;”films about the concept; and a contest to win a styling session in Paris.

Additionally, stores in Paris, Hong Kong and New York, are offering consumers 100 free jewels, with each crystal engraved with the city’s initials and a number from 1 to 100, which unlocks “royal experiences” revealed throughout the month on the company’s website.