The Oscar De La Renta Something Blue campaign promotes its latest fragrance by way of social media forums. Those who hashtag the term #MySomethingBlue on Instagram will be automatically linked in to the couture feed.
Images posted to the #MySomethingBlue section of Instagram will be placed on to Oscar De La Renta's Pinterest board. Appropriately titled My Something Blue, the pinned pictures will work to promote the Something Blue perfume in an interactive manner. This feature has been furthermore paired with the luxury brands' Something Blue Facebook application. It has as such covered all of its social media bases, forcing shoppers to take note of the new product during the formative stages of its launch.