• by Tameka Kee , August 2, 2007

Brickfish, a San Diego-based online marketing company, is set to launch user generated content (UGC) campaigns for Parfums Givenchy and Fredericks of Hollywood. The brands will leverage Brickface's Web design capabilities, as well as its proprietary platform for peer-to-peer distribution of campaign content via email, instant messaging, and across Web sites.

In Parfums Givenchy's "Create Your own Slogan for the New Givenchy Fragrance, Very Irresistible" campaign, users will compete to create a slogan to be featured in print ads for Parfums Givenchy's new fragrance, "Very Irresistible." Users will compete to win a trip to New York City to meet the fragrance's spokesmodel, Liv Tyler. While the community can vote for their favorites, the grand prize winner will ultimately be chosen by Parfums Givenchy reps.

In Fredericks of Hollywood's "From Your Design to Hollywood & Vine" campaign, users can design a corset, with the winner's creation to be featured in a televised charity fashion event. The community can review, vote on and share their favorite designs--with the winning corset to be chosen by a combination of votes from users and Frederick's of Hollywood reps.

According to Yolanda Dunbar, senior vice president of brand and marketing for Frederick's of Hollywood, the company hopes that UGC brings deeper brand interaction. "This campaign offers value on many levels," she said, "from integrating our consumers into the judging process to sharing our brand with a highly targeted Web audience. We are confident that using the Brickfish platform will help us forge a more intimate relationship with our consumers in addition to adding a unique element to our revered charity event."