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Lacoste fans were informed via the Lacoste Facebook fan page and 3 teasers were issued online.In addition, a specific TVC tag announcing the machine’s arrival was aired on the Tennis Channel during the US Open.A Facebook competition was also launched to win a trip to NY to see LaMachine live and also to secure slots to create one’s experience before the reveal event.

-35,000 personal user videos generated-About 7.5m live watchers in Grand Central terminal NYC-7m Facebook fans reached-Eau de Lacoste L.12.12 new collection entered at launch in the top 5 best-selling fragrances in the US-+ 5.3% share of market in value in the UK -+ 4.5% share of market in value in Germany-+ 4.1% share of market in value in France.