French Connection taps into selfie trend with #canthelpmyselfie online and in-store campaign

French Connection is tapping into the ‘selfie’ social trend with the launch of an interactive selfie booth in collaboration with digital creative agency Somewhat.

The #canthelpmyselfie campaign takes inspiration from the worldwide phenomenon which has been thrown into the spotlight thanks to charity campaigns and celebrity endorsement.

Launched at a celebrity and press event at the brand’s flagship Regent Street store in London, the interactive selfie booth captures images which are then projected on rotation in the windows of the store, turning shopper’s selfies into five seconds of fame.

Jon Carney, creative partner at Somewhat, commented: “Mobile and social channels are an essential part of how millennial consumers interact with brands, and especially how they can experience fashion brands. As consumers’ physical and digital worlds are increasingly converging and colliding, brands need to respond with campaigns that bridge both worlds seamlessly.”

The #canthelpmyselfie concept is now set to roll out across five French Connection stores in a series of consumer events, with the flagship store first followed by Oxford Street (1 May), Bluewater (8 May), Manchester (15 May) and Newcastle (22 May).

Large scale screens in-store will also display the SS14 collection modelled by fans of the brand with campaign content going live across French Connections social media platforms, enabling customers the chance to go head-to-head in an online battle to curate the best and most fashionable selfie.

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