The Aroma of Marketing at Sundance?

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Sun, 01/30/2011 - 19:00 -- Nick Dager

The Big Pony Fragrance Collection from Ralph Lauren made its digital debut at the 2011 Sundance Film Festival with what the company called a fragrant twist on sound cinema and digital technology. Among the VIPs who attended were Elijah Wood Elizabeth Olsen Jonnie Penn and Ben Nemtin and Duncan Penn from The Buried Life. Marcus Glocker chef de cuisine of Gordon Ramsey at The London NYC prepared four courses inspired by the fragrance collection and Jesse Marco was DJ for the after party. The event incorporated several digital interactions across Twitter Facebook and Gowalla including a digital photo booth where an iPad station enabled immediate uploads to guests' social media sites step and retweet photo opportunities song dedication by lead singer Ryan Tedder for a winner selected via @OneRepublic and @BigPonyTeam Twitter feeds and live tweeting throughout the event @BigPonyTeam. The Big Pony Collection by Ralph Lauren is a new team of four fragrances that embraces the key facets of modern men: Sports Seduction  Adventure and Style. Inspired by the iconic Big Pony polo shirts the vibrant and diverse collection gives guys a chance to engage one or all of their interests through their fragrance wardrobe.