Tag Archives: share

Oasis invites consumers to #springasmile with virtual good deed generator

18 Apr

SpringASmile1

Spring cheer is in the air over at Oasis just in time for Easter, with a new campaign encouraging consumers to undertake simple acts of kindness in a bid to make people smile.

The UK-based retailer has introduced a virtual good deed generator at springasmile.com that inspires users with ideas for things they could do through a slot machine-like experience. At the click of a button (spin), keywords like ‘buy’, ‘give’ and ‘make’ are surfaced in the left hand window, alongside ‘someone flowers’ through to ‘coffee for the next person in line’ on the right.

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Once achieved, the user is invited to nominate three friends to do the same via Facebook or Twitter before they receive a plaque stating what they’ve pledged. Oasis refers to this as the “perfect way to pay it forward and raise a smile amongst even the grumpiest of friends”.

The site also encourages users to revisit and upload a photo or video of their #springasmile in action into the “good deeds album”. All round, it’s a lovely and very sweet experience.

Side note – some of the early tweets around #springasmile come from employees at the company. If anyone thought this was a campaign just for external consumption you’d be wrong. The positive effect it’s seemingly had internally is impressive. One such comment: “Even though I had a crazy day and left 2 hours after eveyone else I had the best day! Can’t stop grinning :D… Thats when you know you’ve chosen the right career and you work for lovely people! #springasmile.”

Below too is what the head office therefore looked like this week (Image credit: @AmieMartin_). A winner through and through…

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Fabergé fans to create digital portrait animations at Harrods

26 Mar

Fabergé Cinescope - Firebird in Cage

Fabergé is set to host a heritage-inspired digital installation in Harrods as part of its Easter-themed pop-up from April 1 – 21.

The ‘Fabergé Cinescope’ will enable visitors to try on jewellery via a digital mirror and then create a one-of-a-kind animated portrait of themselves that can be shared across social media.

These portraits are based on a Victorian novelty concept – the trompe-l’oeil optical effect created by placing two images on either side of a disk and rotating them quickly to make them look like one (as per the video below).

Fabergé says marrying innovation with tradition is always its aim, and in this case its “transforming a period toy into a digital-age concept”.

The initiative is being run in collaboration with Russian style icon Miroslava Duma. It will also see the story of the Fabergé jewellery house retold via the Harrods windows, and an ‘Egg Bar’ showcasing the iconic precious egg pendants. An exhibition space will present other historic pieces from the brand, including the original 1901 Fabergé Apple Blossom Egg never seen before in the UK.

Net-a-Porter calls for shopper content with #TheNETSet social campaign

7 Oct

Netaporter_thenetset

The signature black boxes that arrive from Net-a-Porter tied with a grosgain ribbon have long been a favourite for user-generated content. From Instagram images to YouTube haul videos, consumers recurrently share their luxury deliveries and their purchases enclosed inside.

Now, the e-commerce site has started calling for shoppers to do even more so, inviting them to share their photos over Twitter or Instagram using the hashtag #TheNETSet. It’s such an obvious move, it’s almost amazing the company hasn’t done it before.

A month since launch and dozens of images are being shared every day – over 1,500 in total so far according to a tweet from the team on September 27. The best of them are then being curated into a page on the Net-a-Porter site, as well as on some of its other platforms including Pinterest.

It’s also possible to Shop #TheNETSet through a separate page hosting products seen in the crowdsourced content.

This social project arrived in the same month as Net-a-Porter’s bigger announcement of its new social app, The Netbook.

Cara Delevingne’s outdoor ad flies on social media

19 Mar Love_headline

Here’s one way to grab attention with your outdoor campaign: stick a famous model on it and hope she’ll snap a pic of it to send out to her 1.5m or so combined social media fans.

That’s what happened with Love magazine’s billboard of Kate Moss and Cara Delevingne on Ocean Outdoor’s Holland Park roundabout space in London last week. In place for just three days to celebrate the cover stars of its latest issue, an image of it went viral when Delevingne herself shared it over Instagram and Twitter.

“Check me out on that round a bout! LOVE @thelovemagazine,” she wrote, attaching a shot of the poster showing each of the models posing in the bath nude.

That Instagram shot (taken on March 14) now has nearly 60,000 likes on it.

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Louis Vuitton’s #PFW live-stream sees shareable three-second video clips

6 Mar LouisVuitton_AW13

LouisVuitton_social_PFW

Louis Vuitton rounded out the fashion week season in Paris this morning with a live-stream show that invited viewers connected via Facebook to record and share their own short video clips.

“Share your favorite moments with your friends,” said the intro from the brand. Accordingly, it allowed users to capture up to three seconds of the show in a small window on the bottom left of the stream they were watching. They could then play it back before agreeing to post it to their Facebook timeline for their friends to also see.

The idea is similar to that launched by Topshop last season, which enabled users to “Shoot the Show”, posting still images to their pages. LV’s idea moves the concept on, while simultaneously tying to the success of apps like Vine that are focused on short, easily shareable videos.

In practice it was a little bit sticky, as well as restrictive in terms of what you could capture – the smaller window mainly showed close-up shots of the collection, and the frame didn’t allow you to snap multiple sections like Vine does. Still, it’s a great leap forward again for the social side of fashion weeks.

LV also invited users to its “Social Room” during the show, a side bar that opened out to reveal a multitude of social media updates from both its own official accounts as well as from guests and publications in attendance.

Vine scores big with #NYFW crowd

11 Feb AW13C-MarcByMarc-002.jpg.imageLink.original

If there’s one thing to note this New York Fashion Week it’s the enormous number of posts being shared on Twitter’s new video-sharing app, Vine.

Brands, media houses and industry personalities alike are getting into the habit, capturing six-second scenes from around the venues, backstage at the shows and of the collections on the catwalks themselves. Some of the big names include Victoria Beckham, Marc Jacobs, Oscar de la Renta, DKNY, Bergdorf Goodman, the CFDA, KCD, Glamour, Lucky, Elizabeth Holmes of the WSJ, Nina Garcia, Coco Rocha, Man Repeller and the list goes on…

It’s an obvious move for an industry that trades predominantly on visuals. Both Instagram and animated GIFs have been huge for exactly that reason, but the former was static and the latter too complicated to quickly create. Add them roughly together however and the result is something that shows fashion in all its glory – with movement and in real, raw detail. Better yet of course with Vine, in an instantly shareable format too.

“Vine is a big idea, yet it is a simple one—the two basic ingredients for a successful emerging technology recipe,” Raman Kia, Condé Nast Media’s executive director of digital strategy told Fashionista. “It is no wonder that some brands are quick to jump in and experiment with it. This is especially true of fashion brands which have often been amongst the first to experiment with emerging social media platforms.”

On Twitter, Amy Odell of Buzzfeed asked at the beginning of fashion week: “Are runway photos even worth tweeting anymore?? (Kimberly Ovitz) #nyfw pic.twitter.com/VS1wLOfv.” Model Coco Rocha replied: “@amyodell the only worthwhile means of sharing the runway this season is Vine.”

It’s still early days however, with certain refinements including sound, zoom and drafts needed on the platform. There are likely developments to come on what people opt to post too – the endless finale shots from fashion week have become somewhat repetitive for instance, albeit successful when from a good angle. (Note my attempt at better quality by cheating with the live-stream of marc by Marc Jacobs above).

Either way, expect to see a lot more in this space. In the meantime, here are a handful of the highlight Vines from #NYFW so far:

Digital snippets: Burberry, Marc Jacobs, Tom Ford, Nicolas Ghesquière, Hunter, G-Star, Dita von Teese

15 Jan Burberry_romeobeckham

Some more great stories from around the web surrounding all things fashion and digital over the past week or so:

 

  • Watch Romeo Beckham run circles around his fellow Burberry models in SS13 campaign video (as above) [Telegraph Fashion]
  • How Marc Jacobs is amping up the luxury e-commerce experience [PSFK]
  • Tom Ford will even be inviting bloggers to his first ‘real’ runway show [Styleite]
  • Nicolas Ghesquière’s first-ever tweet: an analysis [The Cut]
  • Hunter takes control of British weather in global Facebook campaign [Campaign]
  • G-Star Raw launches animated video campaign [WWD]
  • Dita von Teese sews QR codes directly into her clothing [PSFK]
  • Op-ed: Fashion’s unsung internet forums [BoF]
  • Do people actually shop on phones? The answer is decidedly yes [NY Times]
  • Shoedazzle taps Rachel Zoe as new celebrity spokesperson [AllThingsD]

Chloé unveils final letter in digital archive, invites sharing with bespoke invitational tool

14 Nov

Chloé sent its fans a symbolic kiss with the release of the final letter in its alphabet-based digital archive today.

Appropriate for the forthcoming holiday period, the “X”, like each of the other letters before it, comes with online content relevant to the history of the French fashion house. In this case, it’s a specially-commissioned track called “I follow you (Melo’s Chloé Christmas Kiss Mix)” by Paris-based singer Melody Prochet of Melody’s Echo Chamber (embedded below).

“This song is in tribute to Chloé, Chloé women and celebrating 60 years of all of us, it’s our theme tune in a way. So to all who have supported, designed for, bought, worn, written and talked about, shared, followed, loved and lusted after Chloé, we say thank you – this is for you. Enjoy!” reads the write-up.

This 26th and final letter also sees the archive – created by digital agency Guided Collective – become an “intimate invitational tool” from Monday. Users will be able to type in the name of a friend and send them a bespoke version of the Chloé heritage, relative to the letters that make up their name (demonstrated below).

“As [founder Gaby Aghion] once used the alphabet to inspire creativity and fun, we want you to continue the journey and introduce this wonderful story to a friend,” it says.

Topshop #LFW show to offer customisable, instantly shoppable looks online

12 Sep

Topshop is focusing on personalisation with the online streaming of its Unique show at London Fashion Week on Sunday, launching a variety of innovative initiatives for consumers to engage one-on-one with, including customisable catwalk looks.

Its first under the direction of new CMO Justin Cooke, formerly at Burberry, the experience will allow fans to see product shots of a set number of apparel and accessories items as they watch the live-stream on Topshop.com and simultaneously change the colour of them to their preference.

Those pieces can then be pre-ordered for spring/summer 2013 delivery in six to eight weeks – cleverly giving Topshop incredible insight into what it is their target market would most like to see on the shopfloor, and importantly, in what colours.

The beauty products worn on the runway will likewise be available to buy, with delivery in 48 hours, as will the music playlist immediately via iTunes.

Cooke, who admits to being particularly excited by customisable handbag colours, said: “This show is all about the customer and creating what we call ‘social entertainment’ around our product. We want to take the energy and the excitement of our iconic Oxford street store to millions of people all over the world through Topshop.com. It’s social, it’s commerce and it’s entertainment all rolled into one.’’

A “shoot the show” feature will also enable viewers to share catwalk looks with their Facebook friends in real-time. The result of a partnership between Topshop and the social networking site, it will see a camera button sitting in the corner of the live-stream video (and on demand version) that when clicked captures the screen and opens an image for sharing.

“Fashion enthusiasts are sharing the things they love on Facebook now more than ever. This is where the conversation happens, it’s among friends and it’s where great brands need to engage. Topshop clearly understand this, they are a cool young brand with a deep understanding of their customers, and by developing the innovative ‘shoot the show’ functionality with Facebook, they are enabling millions of people globally to share their favorite moments instantly with their friends,” said Joanna Shields, VP and MD of Facebook.

Adding to the entertainment is a challenge on Twitter. Branded the “tweet off”, it encourages fans to review the show in just 140 characters. The best will win VIP tickets to attend next season.

Watch the video below to see some of the plans in action…

Swarovski invites users to interact with augmented reality Facebook app

17 May

 

Swarovski has launched a Facebook application that employs augmented reality to film users wearing its sunglasses line.

The Be Amazing campaign invites fans to record a 15-second dance video of themselves in the virtual eyewear and then add music and a sparkle filter to their finished product.

The app enables sharing via YouTube, Facebook, Twitter or Pinterest. Creators of the top 15 in terms of likes or views, will then win a pair of the sunglasses.

Unfortunately, the above spot explaining the process highlights (quite amusingly) all the technical issues with such an app: eyes have to face the camera at all times, nothing can obstruct the view and users can’t step too far away – all slightly challenging when inviting people to dance.

The shared videos will also appear on an interactive map created by Swarovski – not dissimilar to Tiffany & Co’s Love is Everywhere initiative – detailing where each of the uploads have come from around the world. As below:

Swarovski’s ‘The Amazing Map’

 

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