Coty wanted to reach a huge built-in fan base for the launch of its fragrance, Jennifer Lopez’s Glow After Dark.
In an epic effort to create a huge buzz for the destination site, we seeded video of J-LO asking fans to answer, “who has that special glow”? Women aged 18-30 from all over America sent in user generated video of themselves hoping to win a trip to New York City to participate and compete in an online show for Glow After Dark. We also created 8 episodic reality-style webisodes where the contestants competed to win J-LO’s attention. This site was a Webby Award Honoree.