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Ted Baker drives social engagement with in-store campaign

Ted Baker is once again turning its attention to digital with the launch of a new campaign called “It’s Rutting Season”, which ties retail theatre together with social media engagement.

Conceived by digital agency Guided Collective, the initiative celebrates the brand’s autumn/winter 2011/12 collection, Worn to be Wild, by inviting shoppers in various stores around the UK to dress up and have their photo taken by a high profile blogger.

Each of the bloggers – among them Les Garcons Des Glasgow’s Jonathan Pryce, Sara Luxe’s Sara Louise and Mademoiselle Robot’s Laetitia Wajnapel – will be using popular photography app Instagram. The results will then be posted on Ted’s Facebook page, where fans are encouraged to share content by tagging themselves and getting their friends to “like” them in a bid to win a £500 shopping spree.

The rutting season name refers to the fact the collection look book was shot in London’s Richmond Park, which is home to over 600 deer. At this time of year stags can be seen to prove their dominance and does display their desirability out in the wild.

Accordingly, shoppers are being called on to “show off their animal instincts and reveal their wild sides by dressing to impress”. They will each be styled and given a fantastical stag or doe mask to wear.

Sam Reid, founder of Guided Collective, said: “Ted Baker is a fashion brand that we genuinely admire for its principles of building its business primarily through quality product and word of mouth. We hope ‘It’s Rutting Season’ delivers a fun retail experience for shoppers and lots of online content and noise for Ted”.

It launches on October 8 in the Glasgow Princes Square store, followed by Manchester New Cathedral Street on October15 and London Regent Street on October 22.

It also follows on from the success of the Take on Ted campaign in November 2010, which saw a Twitter-operated styling studio created for the launch of the brand’s US e-commerce site.

Other teams involved in the campaign include Collective members Creative Trust on set and deer mask design and production; RAAK on Facebook app and social strategy; and Oh Juliette on project and event management.  Mike Kus, Instagram’s most-followed user, will also be in London taking incidental shots of the participants as they prepare and pose. Kus recently worked with Burberry for its spring/summer 2012 show.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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