GUESS Watches' viral campaign attracts over 45,000 registrations worldwide

A GUESS Watches campaign called 'Faces to Watch' has attracted over 45,000 online registrations from all over the world and surpassed 100,000,000 hits since its launch in August. The campaign is a contest that searches for a new male and female face for the GUESS Watch brand.

by Angelique van Engelen

Brand design and marketing agency Doublespace said a total of 31 websites (we have counted 45!) are operating globally and that the campaign builds additionally on viral marketing, print ads, outdoor, in–store and other targeted promotional programs. Doublespace said that there is a gradual increase in the sites’ traffic, the amount of page views and the average page view time since the launch.

Advertisements of the contest will appear in 37 editions of ELLE as well as in a few more international glossy publications. In-store and outdoor materials developed in 24 languages include counter cards with take-one brochures, posters, banners and bus wraps. Although the campaign is stretched over 2 years, the first pair of lucky winners is to be chosen already this spring.

The Doublespace agency was actually hired for the second time around by the watches producer as a follow up to the last year’s successful “Timeless Beauty” campaign. The latter had also incorporated key marketing elements and expanded media but did not include a viral campaign that was as extensive.