Alexander Wang serves up Instagram-worthy ice cream in Hong Kong
Alexander Wang has been spreading summer cheer in Hong Kong with a black ice cream truck stationed outside its Harbour City store for the past two weekends. The branded van has been handing out free ice cream to customers and passers-by.
The ‘Eat Me’ campaign, developed in collaboration with HK boutique, Joyce, was launched to celebrate the two year anniversary of Alexander Wang Harbour City. Those who commemorated their ‘Eat Me’ moment on Instagram using the hashtags #joycehk and #alexanderwanghk had the chance to win an Alexander Wang gift.
Sure enough, the initiative drew quite a crowd – people of all ages were captured queuing up for the chance to enjoy ice cream out of the branded ice cream cones. The result was Instagram buzz from young and old alike, with winners of the competition receiving prizes such as a yoga matt and a domino set.
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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Rachel Arthur - May 28, 2014 