Blackfriars' Marketing

Monday, March 05, 2007

Tiffany markets Frank Gehry line via Internet video

Tiffany Gehry jewelry

I just got an email marketing piece today from Tiffany & Co. promoting their new Frank Gehry line of jewelry. To my surprise, they included a link to a very high-quality 8-minute video interviewing Gehry in his studio as well as other artists such as film director Sydney Pollack, painter Peter Alexander, and sculptor Robert Graham.

My take: I think a lot of people will watch the Tiffany piece, provided they don't get turned off by the sluggish Flash video player (I had to watch the small version on my 1GHz Powerbook -- what's up with not being able to render a small video window smoothly when Quicktime renders full screen at 24 fps?). It's very professional, the interviewees are interesting, and the architecture and jewelry are stunning. Will the promotion generate Frank Gehry jewelry sales? That's hard to know, but my initial take is yes. After all, they sold me on the Gehry brand for eight minutes and it was an enjoyable and entertaining experience. And good experiences sell products.


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