Louis Vuitton has released a short video summarising its digital efforts during 2012.
In it is everything from its partnership with The Selby to 10 million fans on Facebook, highlights from its mobile initiatives, its campaign with Muhammad Ali as well as all-things polka dot with Yayoi Kusama. So too are there multiple backstage shots and product close-ups throughout, as well as Instagram pics and catwalk videos. It closes on frames from its L’Invitation au Voyage ad, shot over the Louvre in Paris.
Reads the write-up: “As an innovative and creative fashion brand at the forefront of digital, Louis Vuitton aims to produce qualitative and diversified content, highlighting the different aspects of the House, its values, heritage and the Art of Travel.”
Before the spring/summer 2013 campaigns sweep us away, and the forthcoming autumn/winter 2013/14 shows creep up on us, there’s one last holiday initiative I wanted to share.
eBay recently celebrated the fact it reached one million fans on its UK Facebook page by running a competition that offered one fan the chance to win a winter wonderland-themed party.
The “1 in a Million” contest saw 1,300 entries over three days, with a mother of two called Helen (an eBay buyer and seller of course) selected as the winner. She received a pop-up celebration in her local village just before Christmas that included a horse-drawn carriage, dancers, elves and circus performers.
The video above captures the scene. As Helen said: “The whole experience was really fun and totally unexpected… When a giant elf knocked on my front door it was all a little bit surreal. We all had a great time and we’ll not forget this day.”
A great example of personal, real-world social marketing.
Below, then, are the 10 posts you loved the most on fashion & mash this year. It’s an interesting collection, seemingly tied together by tangible experiences over purely inspirational concepts. We’re talking physical pop-up platforms, real-time shoppable integrations, heavily interactive images and of course, wearable technology hitting the catwalk.
Thank you for reading and look out for a very exciting update from us early on in 2013!
Topman is set to launch an interactive 360° live-stream experience for its London Collections: Men autumn/winter 2012/13 show on January 7.
The UK menswear brand will enable fans to scroll left or right, up and down to view the catwalk from any angle in a bid to make it feel ever more like they’re actually present. They can also interact with select industry insiders and celebrities in the front row, whose tweets will appear above their real location in an augmented addition to the live-stream.
“Having streamed the Topman Design show for several seasons now and commenting separately via our social channels we really wanted to try and achieve a multi-faceted live stream experience which amalgamated all in one and make the experience as personal and unique for each viewer,” said Jason Griffiths, marketing director at Topman.
The initiative launches with a Facebook App from today that invites consumers to win a pair of front row tickets to the show as well as other prizes. It will also showcase the live-stream on January 7 alongside Topman.com and the brand’s digital magazine, Topman Generation.
Given the fact online films now pop-up left, right and centre from fashion brands and retailers, it’s always fun to see those who go the extra mile to make sure their fans are fully engaged ahead of launch, almost securing the spot’s virality before it does so.
Kudos then to Topshop, who has made its first holiday campaign an altogether more significant affair by using social media to tease who its star is.
“Winter Wonderland” will premier tomorrow on YouTube, fronted by a Hollywood A-lister. Accordingly, Topshop has been using Twitter, Facebook, YouTube, Google+, Tumblr, Pinterest and Instagram to build anticipation as to who she is.
Five teaser trailers reveal shots of her from the neck down, pictures on Instagram capture her in London over the weekend from behind, and comments on Twitter provide clues into where she’s from and what she likes doing. A board on Pinterest houses everything together in one space.
Justin Cooke, CMO at Topshop, said: “We are very excited about the launch of our first Christmas movie, its a true 360 degree campaign with some surprise elements that you will see tomorrow! We wanted to create real anticipation before it premiered and it looks likes its working with over 100,000 people watching 10 second teasers and an incredible number of posts and tweets across all platforms.”
Some of the clues have included:
This one is particularly fabulous:
And the guesses have been flying in. “From Elizabeth Olsen & Georgia May Jagger to Whitney Port & Diane Kruger…” tweeted Topshop on Saturday, December 1. So too have there been suggestions such as Cara Delevingne, Kate Bosworth, Chloë Grace Moretz, Emma Stone and more.
Fans themselves have been saying things like: “@Topshop’s #whosthatgirl competition is so addictive, keep trying to guess who it is, I really haven’t got a clue!”
And: “@Topshop #whosthatgirl can’t wait til Tuesday to find out if I’m correct, most fun game I’ve played in a long time, feel like a detective!”
And: “Tortured by @Topshop’s #whosthatgirl campaign. Talk about brilliant social media marketing. Can’t wait to find out who she is tomorrow!”
As for the film itself, Topshop says its inspired by The Fabulous Baker Boys – the film that made Michelle Pfeiffer famous. Until tomorrow then… (and some more pics below in the meantime).
Uniqlo is encouraging consumers to convert their “social energy” through kinetic floor surfaces and a pop-up game console in various locations across London.
Designed to promote its thermal Heattech collection, the initiative sees footsteps transformed into energy at the entrance of the Japanese retailer’s flagship store in the UK in order to power digital screens, and custom-made game consoles inviting consumers to “step to generate” in exchange for an item from the line.
These “heat spots” (as pictured) are accompanied by an online version on the Uniqlo UK Facebook page, and a mobile game accessible via QR codes located on the heat spots and in Uniqlo store windows.
The resulting energy from both online and offline, as well as conversations around Heattech via Facebook and Twitter, are then being calculated and showcased on the in-store screens.
The campaign launched in Covent Garden in London on October 25 and continued in the Westfield London shopping centre over the weekend. From tomorrow, Monday, October 29, it will run in Westfield Stratford and Bluewater in Kent.
