Celebrate anything: Site offers a festive vision

The site asks visitors to complete the phrase ‘Celebrate with…’ using a festive word of their choice, which quickly calls up a background photo. Testing seemingly random words beyond the usual Christmas vocabulary can lead to amusing results.

Words referring to colours, materials or articles of clothing tend to call up images of Michael Kors products. ‘Michael’, of course, brings up a photo of the designer himself.

As users tire of the word game, they are likely to notice the site’s Gift List tab and its selection of sleek shoes, handbags and accessories. A quick click-through to the brand’s retail site offers a smooth transition from inspiration to purchase.

More brands are using microsites to reframe products and intrigue consumers. See our Retail Futures report for more.