Kenneth Cole has plenty of controversy in its new online campaign, where you can buy clothes while debating abortion and gay rights. The new social media website, WhereDoYouStand.com
, has two portals. One, called "What You Stand In" is innocent enough -- you can buy KC merchandise. There, you can find style videos and debate over what outfits you like best.
The other portal, called What You Stand For, is sure to create some squabbling.
The section currently has four issues up for debate: Abortion, guns, gay rights and war. When you click on one of the issues, a question is asked, and users are expected to vote "yes" or "no" by clicking a Facebook "like" button. They can also comment via Facebook, with comments fed in on the site. There is also a section that gathers relevant tweets and comments online, and one which puts together blog posts and blogger opinions. In this video, posted on Kenneth Cole's Vimeo account, Cole explains his stance and how he views social media.
As you may recall, KC is used to controversy. During the Egyptian uprising earlier this year, he caused a furor when he tweeted: "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo -KC." That tweet quickly got taken down and an apology was issued. This time however, controversy is exactly what the brand is expecting to create.