Harlequin

  • <i>Harlequin’s Office for the Preservation of the Kiss</i>: Visitors to PatentYourKiss.com could review the official patent application, use the Kiss Creation tool, enter their kiss to win a trip to Las Vegas, and share their kiss directly from the site to Twitter/Facebook. The site featured an extensive section where users could learn more about select Harlequin bestsellers and upcoming releases. Fans could also follow the HOPK on Twitter and "Like" it on Facebook.

    Harlequin’s Office for the Preservation of the Kiss: Visitors to PatentYourKiss.com could review the official patent application, use the Kiss Creation tool, enter their kiss to win a trip to Las Vegas, and share their kiss directly from the site to Twitter/Facebook. The site featured an extensive section where users could learn more about select Harlequin bestsellers and upcoming releases.

  • <i>Harlequin’s Office for the Preservation of the Kiss</i>: Visitors to PatentYourKiss.com could review the official patent application, use the Kiss Creation tool, enter their kiss to win a trip to Las Vegas, and share their kiss directly from the site to Twitter/Facebook. The site featured an extensive section where users could learn more about select Harlequin bestsellers and upcoming releases.

    Harlequin’s Office for the Preservation of the Kiss: Visitors to PatentYourKiss.com could review the official patent application, use the Kiss Creation tool, enter their kiss to win a trip to Las Vegas, and share their kiss directly from the site to Twitter/Facebook. The site featured an extensive section where users could learn more about select Harlequin bestsellers and upcoming releases.

  • Harlequin’s Office for the Preservation of the <i>Harlequin’s Office for the Preservation of the Kiss</i>: Visitors to PatentYourKiss.com could review the official patent application, use the Kiss Creation tool, enter their kiss to win a trip to Las Vegas, and share their kiss directly from the site to Twitter/Facebook. The site featured an extensive section where users could learn more about select Harlequin bestsellers and upcoming releases.

    Harlequin’s Office for the Preservation of the Harlequin’s Office for the Preservation of the Kiss: Visitors to PatentYourKiss.com could review the official patent application, use the Kiss Creation tool, enter their kiss to win a trip to Las Vegas, and share their kiss directly from the site to Twitter/Facebook. The site featured an extensive section where users could learn more about select Harlequin bestsellers and upcoming releases.

  • Fans could also follow the HOPK on Twitter and "Like" it on Facebook.

    Fans could also follow the HOPK on Twitter and "Like" it on Facebook.

  • Celebrity Kim Kardashian created a kiss and tweeted about the campaign encouraging her fans to send her a kiss.

    Celebrity Kim Kardashian created a kiss and tweeted about the campaign encouraging her fans to send her a kiss.

  • Khloe Kardashian and her husband, Lamar Odom, also tweeted about the campaign and Lamar created a kiss for Khloe.

    Khloe Kardashian and her husband, Lamar Odom, also tweeted about the campaign and Lamar created a kiss for Khloe.

Harlequin’s Office for the Preservation of the Kiss

Overview

Since 1998, NATIONAL has provided communications support for Harlequin’s annual Romance Report. The Report, a hard-copy magazine, was the basis for a yearly media relations campaign across Canada and the United States. In 2010, NATIONAL recommended going ‘digital’ with the Romance Report in order to engage a younger audience with the Harlequin brand.

Creative Solution

NATIONAL reconceived the Romance Report of the past and presented Harlequin with a new, fully integrated communications and marketing campaign. Based on the notion that the kiss is the cornerstone of romance—and the turning point in every good love story—NATIONAL created Harlequin's Office for the Preservation of the Kiss (HOPK). The HOPK would prove that Harlequin truly owned ‘the kiss’ and its first official act would be to file a patent application for The Essential Romantic Kiss (patent pending).

Impact & Results

The HOPK’s website has received more than 50,000 visitors to-date and more than 1,600 kisses have been ‘created’. Kim Kardashian (one of the most followed celebrities on Twitter) tweeted about the campaign and created her own kiss on the HOPK website. We received more than 26,000 clicks on links posted on Twitter related to the HOPK. The site achieved its goal of brand engagement, with users on average spending more than six minutes on the campaign in the first week it launched. The HOPK and patent story was discussed on top-tier media outlets including: InTouch; Life &Style; AOL; The New Yorker; The Today Show; ET Canada; The Globe and Mail and Canada AM among many others.

Project Details

In addition to the development and execution of a traditional media relations campaign for the Chief Kissing Officer of the HOPK across Canada and the US, NATIONAL created a series of imaginative communication tools for this campaign:

  • A patent application, including official patent illustrations, for the Essential Romantic Kiss and submission of the application to the US Patent and Trademark office;
  • A North American wide survey to enhance and promote the HOPK’s understanding of attitudes towards kissing in the era of digital romance;
  • A website to serve as the online head office for the HOPK. The site was built in HTML with parallax to achieve the type of movement effect traditionally associated with Flash, while still being mobile-friendly;
  • An interactive "kiss creation tool" so visitors to the site could customize avatars in order to develop their own unique and personalized style of kissing. Avatars of the “kissers” could be manipulated into a number of fun positions and users selected clothing, accessories, props, romantic settings and more to personalize their creation;
  • A social media strategy, including the use of Twitter and Facebook, to directly engage new consumers with the Harlequin brand and the HOPK campaign. NATIONAL was also able to engage top-tier Twitter celebrities (and their followers) in the campaign.