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It's a Bike! It's a Message! No, It's an Ad
They aren't green; they're orange. Not just any orange, but DKNY's signature, nearly neon orange. Anyone trudging around the New York City streets this weekend has probably seen them.
Right in time for fashion week, DKNY has chained up dozens of orange bikes — 75 of them, by some counts — around the city.
The company proudly says the stunt is part of a campaign with the Department of Transportation to promote biking as an environmentally friendly way to get around. (DKNY stores are also handing out bike maps.)
But look closely: DKNY.com is the only thing written on the bikes. Now this may sound a little jaded, but this smells like a cheap, eye-catching ad.
Portfolio.com video: DKNY's Orange Bikes
DNKY has deployed bright orange bikes all over New York City, just in time for Fashion Week. An eco-friendly message, or a cheap ad?
Journalists and bloggers have quickly passed forth DKNY's message of earthiness to the Web-surfing masses, without even using the word advertising. Where's the healthy dose of skepticism?
If only it were last fashion week when the taxi cab drivers were on strike, then it might have seemed like a genuine public service.
by Willow Duttge
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