DKNY, one of the hottest fashion labels in New York is partnering with Brickfish, the social media solution for a user-generated content (UGC) contest that will have participants acting as their own directors in a promotion for DKNYMEN, the new men’s fragrance.

DKNY is looking for participants to produce web spots for the new fragrance using provided imagery and soundtracks. Entrants can create, compose, photograph or choreograph a video that best captures the essence of DKNYMEN using the tag “A Man. A City. A Dream.” as a catalyst in the contest, Director Challenge.

“We want the DKNYMEN Web spots to reflect the energy, edge and mystery of the fragrance and what better way to do that than to have our consumers create it for us though this campaign,” said Diane Kim, senior VP, global marketing at DKNY Fragrances.

The company is also promoting a secondary contest for those of us that are more critic than creator. DKNY has also provided two campaign commercial videos. Participants to this contest are asked to submit a blog telling the company which soundtrack is your favourite and why. DKNY is offering a chance to win $1000 in cash, DKNY wardrobe and a one year supply of the new DNKYMEN fragrance as well as being featured on the website for being the most influential promoter of the selected commercial.

As for the Director Challenge, participants will need votes to win in any of the two main categories, overall grand prize winner and the 10 most viral videos. Prizes will also be available for a sign-up sweepstakes and a participation sweepstakes.

The grand prize winner of the Director Challenge will have their video showcased on the DKNY Fragrances website, will receive $3000 in cash, a DKNY wardrobe and a one year supply of the DKNYMEN fragrance collection.