Tommy Hilfiger’s social campaign for NY Fashion Week pulls in 200m impressions
Tommy Hilfiger’s social media activity around the unveiling of its Spring 2014 collection at New York Fashion Week resulted in more than 200 million impressions on Twitter and Instagram.
Devised by AKQA, a Social Concierge service delivered exclusive photos, videos and other premium runway content to show attendees in real time, with virtual and onsite press teams responding to live incoming requests to deliver content.
The Conversation element of the campaign featured an expansive 90-ft. digital installation at the runway event. Spanning 72 high-definition screens, the installation projected a real-time stream of the social commentary surrounding #TommySpring2014
Lytro cameras were also offered to attendees, encouraging them to capture the event for their followers on social media.
AKQA also created The Runway Newsroom—a content distribution hub to provide global access to all Tommy Hilfiger Spring 2014 collection-related materials, including press releases, runway music tracklists, set design details, photos and videos.
Overall, the campaign helped deliver a 230 per cent increase in social media impressions compared to the fashion brand’s last show.
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