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April 22, 2011 12:01 AM

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DKNY Sends Bloggers on Digital Easter Egg Hunt

A handful of bloggers scoured DKNY's Madison Avenue flagship Thursday in the brand's first-ever Easter Twitter Scavenger Hunt, which sent them rummaging through the store's three levels in search of 15 candy-filled eggs, following clues sent by the ubiquitous DKNY...

A handful of bloggers scoured DKNY's Madison Avenue flagship Thursday in the brand's first-ever Easter Twitter Scavenger Hunt, which sent them rummaging through the store's three levels in search of 15 candy-filled eggs, following clues sent by the ubiquitous DKNY PR Girl. Hints such as "I'm a kitten but I don't purr" led participants to the shoe department for a pair of practical kitten heels, while the last outstanding clue, "My last button is for naught," had bloggers groping an assortment of men's suits on the ground floor. benchbasket.jpg

When the correct item was found, competitors Tweeted a photo of the hidden egg accompanied by the respective DKNY piece.

"We're always focused on ways to make our social media presence more innovative and interactive," DKNY PR Girl told WWD. "We got a great response, as hundreds of my followers guessed the clues along with the players, creating a real sense of community around our brand."

A simultaneous hunt took place in the brand's London store, adding a layer of competition between the two cities, which tied, to see who finished first. In spirit of the holiday, New York's top prize -- a $1,000 in-store shopping spree -- was split three ways, with winning bloggers Erica Domesek of P.S. I made this..., Sarah Conley of Style IT and Michelle Reneau of Nylon Magazine finding four eggs each. 

After finding only one egg, it's clear that I'm a bit rusty. As for next year, you can bet I'll be wearing flats.

#easteregghuntfail

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