The Big Pony Fragrance Collection made its digital debut with a fragrant twist on sound and cinema at the 2011 Sundance Film Festival “House of Hype” event series.

The opening weekend celebration showcased the Big Pony Fragrances advertising campaign, shot by photographer and filmmaker Bruce Weber, as well as a private/invite only live performance by OneRepublic, the pop rock group whose hit song “Secrets” serves as the soundtrack to the commercial film.

The event incorporated several digital interactions across Twitter, Facebook and Gowalla, including a digital photo booth where an iPad station enabled immediate uploads to guests’ social media sites, and “step and & retweet” photo opportunities.

The Big Pony Collection by Ralph Lauren is a new team of four fragrances that embraces the key facets of modern men: Sports, Seduction, Adventure and Style. Inspired by the iconic Big Pony polo shirts, the collection gives guys a chance to engage one or all of their interests through their fragrance wardrobe.

Among the VIPs who attended were Elijah Wood, Elizabeth Olsen, Jonnie Penn, and Ben Nemtin and Duncan Penn from The Buried Life. Chef Markus Glocker, Chef de Cuisine of Gordon Ramsey at The London NYC, prepared four courses inspired by the fragrance collection ingredients, and Jesse Marco served as the guest DJ for the after party.