DIOR introduced its perfume "Midnight Poison" in September 2007. In addition to TV and traditional ad campaigns, banner ad campaigns and advertorials, an online contest was created to draw attention to the launch. Specially developed for the occasion, the microsite “DIOR Midnight Poison” featured the contest. Visitors to the microsite could put their own creativity to work by designing a DIOR dress using a selection of design elements. After the two-week participation period, the grand prize – a €1,000 shopping gift certificate – was given away in a drawing among the best creations via the lifestyle magazine www.glamour.de.