social media

Ted Baker invites fans to create chemistry this Valentine’s


Ted Baker has launched a fun chemistry-themed Facebook app designed to help fans find their “molecular matches” for Valentine’s Day this year.

Fancy That, as it’s called, invites users to input their name and date of birth to reveal which chemical element they are and what it says about their personality. “Are you extrovert and explosive or calm and collected? As precious as Platinum, fiery as Phosphorous or pure as Gold?” reads the brand’s own write-up.

The app accordingly also reveals other fun facts like which other chemicals/individuals users are most closely matched with and their lucky numbers.

There’s an incentive for sharing too: fans are offered the chance to win a personalised purse or wallet and a £500 shopping spree by posting their results on Facebook or Twitter.

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Lancôme engages fans via Betty Boop Facebook app

Lancôme has turned to Facebook in France to push its new Hynôse star mascara with a fun application starring cartoon character Betty Boop.

The initiative offers fans the opportunity to create their own cover picture alongside Betty (as shown above), as well as a game to participate in that provides them with the opportunity to win the new product.

Featuring a board of sparkling spots hiding one of the mascaras, the game cleverly encourages users to provide more personal information about themselves to the company.

To enter, they have to first provide basic details including name and email. They then get three chances a day to try and uncover the product. They can, however, request Betty’s help, which results in having to reveal their address for another three goes. Next they have to provide their telephone number and date of birth, which reduces the canvas size substantially, hinting at where the mascara might lie. If all fails, the game encourages users to return the next day.

There is also a series of tutorials about how to apply 24 different shades of eyeshadow to get one of three Betty looks.

The mascara is additionally being promoted with a short film starring Betty Boop alongside model Daria Werbowy. In it, the two are seen behind-the-scenes on a movie set having a conversation about their lines and how best to look the part – by applying the new mascara naturally. “Just say it with the eyes,” says Betty.


[via Web&Luxe]

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Digital snippets: Michael Kors, Louis Vuitton, Rebecca Minkoff, Next

It’s set to be a bit of a quiet week on here as I head to the Cannes Lions International Festival of Creativity and become consumed in all things ad-land.

Be sure to check out all the action via Twitter as usual though, and in the meantime, read on for a handful of great stories from around the web surrounding all things fashion and digital over the past week:

  • Michael Kors launches digital series ‘Living the Kors Life’ (episode one above) [FashionGoneRogue]
  • Louis Vuitton pushes Kusama collection via augmented reality app [Luxury Daily]
  • Rebecca Minkoff to bring new lookbook to life with animated GIFs [WWD]
  • E-Commerce is head over heels for Pinterest, and for good reason [All Things D]
  • Retailers feast on free Facebook tools, shun ads [Reuters]
  • Luxe brands register for domain names [WWD]
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Swarovski invites users to interact with augmented reality Facebook app


Swarovski has launched a Facebook application that employs augmented reality to film users wearing its sunglasses line.

The Be Amazing campaign invites fans to record a 15-second dance video of themselves in the virtual eyewear and then add music and a sparkle filter to their finished product.

The app enables sharing via YouTube, Facebook, Twitter or Pinterest. Creators of the top 15 in terms of likes or views, will then win a pair of the sunglasses.

Unfortunately, the above spot explaining the process highlights (quite amusingly) all the technical issues with such an app: eyes have to face the camera at all times, nothing can obstruct the view and users can’t step too far away – all slightly challenging when inviting people to dance.

The shared videos will also appear on an interactive map created by Swarovski – not dissimilar to Tiffany & Co’s Love is Everywhere initiative – detailing where each of the uploads have come from around the world. As below:

Swarovski’s ‘The Amazing Map’


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Digital snippets: Salvatore Ferragamo, House of Fraser, Pinterest, Pose

Some more great stories from around the web surrounding all things fashion and digital over the past week:

  • Ferragamo lets shoppers pre-order runway looks through digital trunk show [Luxury Daily]
  • PR company KCD launches online-only fashion shows for busy editors [On the Runway]
  • House of Fraser targets students through social media [Brand Republic]
  • The year in e-tail: lessons learned and looking ahead [WWD]
  • Pinterest becomes top traffic driver for retailers [Mashable]
  • Pose launches Facebook app enabling users to track looks via Timeline [PSFK]

Prada Facebook app adds to mystery of 24-hours museum

There’s an interesting post over at FashionablyMarketing.Me, looking at Prada’s mystery pop-up museum in Paris, which launches tonight.

The 24-hour installation at the Palais d’Iéna, is a partnership between the brand, Milanese artist Francesco Vezzoli and Rem Koolhaas’ design group, AMO. No one, not even Prada’s agency Modecracy, knows what it’s actually about.

According to the write-up, the space will be divided into three sections – historic, contemporary and forgotten. Vezzoli is said to be creating a “non-existent museum” where he shows “his personal tribute to the eternal allure of femininity through interpretations of classical sculptures that make reference to contemporary divas”.

Any the wiser?

Building hype around the mysterious launch, is a Facebook app that invites users to upload and frame their own photo. The finished images are hosted in the museum’s digital gallery, and shareable via Twitter, Facebook and Tumblr.

“Prada is seeking to create buzz around the pop-up museum event without revealing it. To do so, we have studied Francesco Vezzoli’s career and tried to link to it and to make it accessible to the worldwide web. In the last 48 hours, we have seen the number of people using the Facebook application exploding,” says Giuliano Federico of Moderacy.