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).