“Our goal is to provide the best virtual flower delivery service that can help you tell someone you care, you love them, you miss them, or simply thank them for believing in you. Select a bouquet you wish to share and write your personal message to go along with it.” No, not the latest Silicon Valley delivery startup desperately pivoting to digital. It’s the digital marketing campaign for Katy Perry’s new single ‘Daisies’, which comes out later this week.
The website accompanying the release is, yes, a digital flower shop: fans can choose a bouquet, enter a recipient’s name and a message, and then get an animation that can be sent via WhatsApp, Facebook or SMS/email, as well as downloaded for posting on Instagram. There’s also a phone line for fans in certain countries to ring, with a voice message from Perry explaining how it all works.
Image by Evgeniy.S.99 (CC BY-SA 4.0)