DKNY Fragrances and Brickfish Launch its First Ever Director Challenge

Winning Video to be Featured on the DKNY Fragrances Web Site
SAN DIEGO--(Business Wire)--
DKNYMEN, the new men`s fragrance, has teamed up with Brickfish, The Social Media
SolutionTM, for the launch of its "DKNYMEN Director Challenge." The challenge,
located at (www.dknyfragrances.com/mens_contest/index.tmpl), asks entrants to
produce Web spots for its new men's fragrance, DKNYMEN. Entrants are asked to
use their skills to invent videos using the provided imagery and soundtracks or
blend their own original soundtracks into pieces that best capture the essence
of DKNYMEN. The Grand Prize video entry, selected by DKNY Fragrances from the
top 100 highest scoring video entries, will have his or her video showcased on
the DKNY Fragrances Web site (www.dknyfragrances.com). He or she will also
receive a $3,000 cash prize, a DKNY wardrobe and a one-year supply of the
DKNYMEN fragrance collection.

"A true New Yorker, the DKNY man can`t sit still. That`s why he loves the city.
It`s unpredictable, full of stimuli and always on the move," says Diane Kim,
Senior VP, Global Marketing, DKNY Fragrances. "DKNYMEN is a combination of soul
and spirit, of sophistication and speed. Iconic as the city he loves. We want
the DKNYMEN Web spots to reflect the energy, edge and mystery of the fragrance
and what better way to do that than to have our consumers create it for us
though this campaign."

In addition to the Grand Prize video winner, DKNY Fragrances will also be giving
away prizes for the Grand Prize blog winner, ten Most Viral winners as well as
Sign-up Sweepstakes and Participation Sweepstakes winners. The Grand Prize blog
winner, selected from the top 100 Most Viral blog entries, will also be featured
on the DKNY Fragrances Web site for being the most influential promoter of the
selected DKNYMEN commercial and will win a $1,000 cash prize, a one-year supply
of DKNYMEN fragrance and a DKNY wardrobe. The 10 Most Viral winners, selected
from the top 100 Most Viral entries, will also each receive a six-month supply
of DKNYMEN fragrance and a DKNY accessory. Sign-up and Participation sweepstakes
winners will be randomly selected to each receive a three month supply of
DKNYMEN fragrance.

Brickfish social media campaigns enable brands and agencies to launch online
marketing campaigns that get consumers engaged in a meaningful brand dialogue
throughout the Web. Consumers create exciting, personalized brand-focused
user-generated content (UGC) and then virally share the campaign and their
content with their vast social networks via widgets, IM, blogs, email and more.
Campaign participants interact with the brand campaign in a variety of ways that
include creating, reviewing, sharing, voting upon, and watching brand-relevant
content. This powerful viral marketing vehicle generates extensive brand
awareness, engagement, reach and results.

"The `DKNYMEN Director Challenge` is a great way for DKNY to unearth the raw
talents of its consumers and to promote brand evangelism," said Nichole
Goodyear, president/CEO and co-founder of Brickfish. "By asking its consumers to
produce new Web spots or to share their opinions on their current Web spots,
DKNY will foster deeper relationships with their consumers through those
interactions. We are confident the `DKNYMEN Director Challenge` will create
massive brand awareness for DKNY across the Internet."

The "DKNYMEN Director Challenge" campaign launches on September 11 and ends
October 22. For complete details, visit
www.dknyfragrances.com/mens_contest/index.tmpl. For more information about
Brickfish, visit www.brickfish.com/company.

About DKNYMEN

DKNYMEN, the new men`s fragrance, is the perfect complement to the world of DKNY
MEN: modern streetwear for the urban-minded man who dares to live his own style.
Everything is smart, eclectic and versatile, designed to throw on in a New York
minute. The palette is city-neutral, the proportions chic, the attitude pure
NYC. Founded in 1989, DKNY was created by Donna Karan to be the streetside of
her luxe Collection. Now this DKNY man with his creative, downtown sensibility
has a scent that speaks to his city, his style, his life.

About Brickfish

Brickfish, The Social Media SolutionTM, enables brand advertisers to reach their
target audience on the social Web through viral marketing campaigns that engage
consumers in a meaningful brand dialogue. Consumers create exciting,
personalized brand-focused user-generated content (UGC) and then virally share
the campaign and their content with their vast social networks via widgets,
blogs, IM, email, and hundreds more. Additional campaign participants interact
with the brand by creating, reviewing, sharing, voting upon, and watching
brand-relevant content. All of these brand engagements are tracked with
patent-pending Viral Map and Geo View technologies, which provide detailed data
on the reach, engagement, and viral activity of each campaign across the Web and
geographically. Brickfish uses an exclusive Cost Per Engagement (CPE) model for
pricing and measuring consumer participation in online advertising campaigns.
Brickfish has launched successful campaigns for some of the world`s premier
brands, including Microsoft, Estée Lauder, Samsung, Victoria`s Secret, Kodak,
Nike, Coach, Givenchy, The North Face, Intuit, Qualcomm, Estee Lauder and more.

Brickfish
Ashley Futak
858-587-2530
Ashley.Futak@Brickfish.com
or
Donna Karan Cosmetics
Tracy Royal
212-572-5452
troyal@estee.com

Copyright Business Wire 2009