ZEGNA experiments with innovative ”Are You In” online campaign

Italian luxury menswear Ermenegildo Zegna has recently launched a mystery online communications campaign which includes a microsite, Facebook posts and emails, to lure and entice new consumers.

Zegna customers who sign up to the brand’s emails are first sent a mysterious message The email advertises a digital phenomenon coming on June 23, and alerted consumers to a video on a separate site.

When the email recipients land on the dedicated microsite, they can watch a video that foreshadows the events to come. The brand campaign is also dropping hints at the bottom of the page as to who may be inside the Zegna building pictured during the video at the digital event in June.

Participants are encouraged to write their predictions at the bottom of the page or on the brand’s Facebook page. The brand has linked to its Facebook, Twitter and YouTube accounts to further build hype.