Categories
data digital snippets e-commerce social media technology

Digital snippets: Timberland, My-Wardrobe, Instagram, Flipkart, holiday and more

Happy New Year everyone and welcome to 2015!

We’re headfirst into CES in Las Vegas this week for what’s looking set to be yet another week for wearable technology. Look out for more of that to follow shortly, but in the meantime, here’s a highlight of some of the fashion and tech stories you may have missed over the past couple of weeks…

timberland

  • How Timberland used customer data to reboot its brand [The Washington Post]
  • My-Wardrobe domain name bought by Net-a-Porter [BoF]
  • Instagram spam purge costs Nike, Adidas and Forever21 hundreds of thousands of ‘followers’ [The Drum]
  • Flipkart now valued at $11bn after raising another $700m [Business Standard]
  • The 5 biggest trends in fashion and tech in 2014: a look back to look forward [Fashionista]
  • 5 retailers who nailed it this holiday season [Inc]
  • The psychology behind a mysteriously fluctuating holiday sweater sale [Fast Company]
  • What’s the future of luxury? [Fortune]
Categories
Editor's pick film

Our pick of the top 10 campaign films this holiday season

From the magic of Christmas to the drama of gift giving, all with a little whimsical fun and frolics thrown in, there’s something for everyone in the best of the fashion and retail films this holiday season. Here’s our highlight of 10 of them:

Kate Spade: The Waiting Game

Hermès: A Little Holiday Magic

Sainsbury’s Tu: Dads Pull Out Surprise Dubstep Dance For Christmas

LOFT x SRSLY: Put the Happy in Your Holiday (series)

Burberry: From London with Love

John Lewis: #MontyThePenguin

Gucci: Special Delivery, a Holiday Tale

Kohl’s: Holiday Magic

Gap: Dress Normal Holiday 2014 (series)

Mulberry: #WinChristmas

Categories
e-commerce Editor's pick social media

Burberry team offering personalised gift suggestions via Twitter using #BurberryGifts

burberrygifts

Burberry has launched a Twitter-based personalised gift advice service just in time for the holiday season using the hashtag #BurberryGifts.

Users can tweet for suggestions on what to buy and in doing so access a 24-hour team of customer service staff at the brand on hand to respond to each request individually.

Most questions are immediately being replied to with: “We have some amazing gift options. Can you tell me a little about the recipient, and if you already have anything in mind?” From which followers are sending more detail in order to help direct the ideas.

“[My mum] lives in a warm climate and is an avid golfer,” says one. Another: ‘[My brother] has a bengal cat & expensive tastes, likes everything to be delivered. Considering a cashmere scarf but limited budget.”

Gift options are varying from the My Burberry fragrance to accessories, outwerwear and more.

There are currently more uses of the hashtag referring to the service than there are requests, but for those submitting them it’s a winning example of personalised service and yet another attempt at encouraging commerce off the back of social. It’s just a shame the Twitter buy button couldn’t be integrated with every tweet suggestion too.

Categories
Editor's pick film

Gucci falls into the festive season with short gifting film

Gucci

News of Gucci might largely have been focused around the departure of creative director Frida Giannini and CEO Patrizio di Marco this week, but in the midst of all that was the opportunity to discover this little gem of a holiday campaign video launched last month.

Check out “Special Delivery” below; a whimsical tale of gift discovery that cleverly showcases a variety of product with a fun twist. It was directed by Remi Paringaux and showcases a link inviting viewers to ‘Find the perfect gift’ on the Gucci.com website alongside.

Categories
Editor's pick film social media technology

Retail’s 10 most interactive holiday campaigns

This story first appeared on Campaign US 

Gap_Gap_playyourstripes_hr

The holiday season is to the retail world what the Super Bowl is to big-name brands. Stores on both sides of the Atlantic are pushing out high profile campaigns in a bid to capture that all-important share of Q4 wallet.

Looking beyond the traditional divide between digital and brick-and-mortar outlets, a handful of interactive tech integrations are driving engagement online and in the store space. These creations draw on gaming, augmented reality, shoppable videos and personalised experiences. Here’s our pick of 10 of the best.

Bloomingdale’s interactive windows

Bloomingdales

Bloomingdale’s is all about interactive windows this holiday season, with a series of gaming experiences tied to the theme of bows. Shoppers are encouraged to participate by connecting to Bloomingdalesholiday.com via their smartphones. Challenges include a card-turning memory game called Memo-a-Bow; a kind of Space Invaders activity called Whack-a-Bow; and Peek-a-Bow, where users have to keep track of a bow hidden under one of several moving boxes. Created by retail innovation company The Science Project, the site also affords participants the opportunity to take selfies on an interactive touchscreen and share them over Facebook, and see tweets posted using the #bloomiesgreetings hashtag appear across the New York skyline behind the glass.

Target’s & Google’s immersive 3-D adventure

TARGET_Bullseye_s Playground Mobile Game Experience 2

The game is also afoot at Target, where a partnership with Google’s Art, Copy & Code team and creative agency 72andSunny has produced a mobile experience called Bullseye’s Playground. The six games include sledding with Target’s mascot bull terrier, Bullseye, racing in a Hot Wheels car, and enjoying snowball fights and ice fishing. In-store signage prompts shoppers to discover special codes throughout the store that unlock new characters and game levels. In certain stores, the interactive initiative extends to an immersive 3-D adventure; Google’s Project Tango tablets transform the aisles into a winter wonderland as the setting and characters change onscreen as the user moves.

Gap’s Play your Stripes augmented reality experience

Gap might be pushing four short videos directed by Sofia Coppola as the main portion of its campaign this holiday season, but it is also playing host online to a more innovative interactive experience. An augmented-reality gift guide lets online shoppers create music from the stripes they’re wearing. “Play your Stripes” lets users remix Blood Orange’s soundtrack “It Is What It Is” by transforming their own clothing into musical instruments.

Kate Spade’s shoppable video

Kate Spade arguably wins the crown for most amusing holiday film this season, with a short spot called “The Waiting Game” that features Anna Kendrick locked out of her apartment. With time to kill, the actress entertains herself by talking on the phone, singing familiar holiday tunes, and sipping champagne through a straw straight from the bottle. She also tries on various pieces she’s just bought from Kate Spade while posing for her small dog. Users see plenty of pieces from the collection, then can click to buy them thanks to a shoppable tie-in from touchscreen video platform Cinematique. Viewers can tap any product in the film to save it in a gallery on the righthand side of the screen. From there, they can click on any saved item to complete a purchase.

John Lewis’ Monty the Penguin tech integration

John_Lewis_johnlewis_montythepenguin_hr

Department store John Lewis has melted hearts across the UK with its tale of a young boy called Sam and his pet penguin Monty, created by Adam & Eve/DDB. Accompanying the ad is a fully integrated initiative spanning relevant products for sale including books, plush penguin stuffed animals, penguin-patterned pyjamas and more, as well as an interactive experience in the store. John Lewis and Samsung created these spaces, dubbed “Monty’s Den.” Children can take their photos with the penguin, find out more about his Antarctic friends, check out virtual-reality goggles to see a 360-degree version of Monty’s world, and explore more of the campaign’s story. In the retailer’s London flagship store, a tech-enabled experience centres on bringing toys to life through Microsoft’s 3-D photogrammetry software. Children can scan their own toy, then see it appear onscreen dancing alongside Monty.

Ted Baker’s #SantasElfie Instagram game

TEDBAKER_TEDSELFIE

Ted Baker has introduced an Instagram-based treasure hunt conceived by Poke London that invites customers to find missing elves. An account called @TedsElfie delivers a series of clues to followers via images curated to mimic a puzzle board. Combined, the squares depict a winter wonderland; divided, each square comprises its own picture with a caption that specifies whether or not the elves are nearby. Some lead to additional accounts in a sort of “choose your own adventure” experience. Visitors who locate the elves may win other prizes, from hip flasks and bracelets to a trip to see the Northern Lights.

Charlotte Olympia’s #spintowin slot machine

charlotte-olympia1

British footwear designer Charlotte Olympia has rolled out a festive slot machine on its website for the first 12 days of December. Fans are invited to spin to win iconic pieces from its seasonal collection – all they have to do it get three matching styles over the course of three tries. Charlotte Olympia has also pushed the game via social media; it shares a countdown bauble each day alongside the #spintowin hashtag.

Harvey Nichols’ “Could I Be Any Clearer” personalised gift cards app

harveynichols_clearer

Adam & Eve/DDB is also behind Harvey Nichols’ ‘Could I Be Any Clearer’ campaign, which comprises a line of gift cards designed to help shoppers ensure they get what they really want this season. The cards feature six traditional Christmas designs (robins, doves, wise men and more); each one features copy wishing the reader “Season’s Greetings” or “Good Tidings” before requesting specific presents. Consumers can create their own versions of the tongue-in-cheek cards online and use a dedicated Christmas-card app to customise digital cards for every product featured on the retailer’s website. Each can then be printed, emailed or shared via social media.

Tesco’s Secret Scan-ta

Tesco

UK supermarket giant Tesco has introduced a service that browses Twitter to suggest what to buy for specific users. The Secret Scan-ta app created by We Are Social scrapes information from accounts in a bid to highlight users’ precise interests based on who they follow and what they post. The apps showcases suggestions ranging from technology to fashion alongside animated Santa GIFs; links to the website for Tesco’s loyalty card let members get double loyalty points as well as the chance to win bigger prizes.

Metail’s #tryonxmas

Metail

Virtual fitting room startup Metail is running a campaign that invites shoppers to see what they’d look like in a series of different Christmas-themed outfits. #Tryonxmas provides access to some of the best looks from high-street stores, as well as the likes of a Miss Santa, Christmas pudding and Minnie Mouse costume. Users enter their measurements to see how each look will work for them; when they’re satisfied, they can share the results with friends.

Categories
mobile social media

Selfridges introduces Elfridges gaming app for Holiday 2014

selfridges0

Gaming is a bit of a recurring theme this holiday season, with initiatives spanning Bloomingdale’s and Ted Baker to Charlotte Olympia and Target, all including some kind of interactive feature for shoppers. Next up, is Selfridges.

The UK department store has launched a retro-style game called ‘Elfridge and the Enchanted Forest’, which takes its players on a mission to save Christmas after a golden goose has stolen all the presents.

Available on the App Store, it references typical platform gaming situations, from jumping up different ledges, avoiding various obstacles and bouncing on a giant red button spring.

There are five levels to get through, each one referencing a different Selfridges’ store: London, Birmingham, Manchester Trafford, Manchester Exchange Square and Selfridges.com.

The Elfridges in real life are the name given to the team in-store on hand to help shoppers with inspirational style and gift advice. This season they’re also inviting social followers to tweet with their concerns to be in with a chance of “winning the perfect gift”.

elfridges2

elfridges3

Categories
Editor's pick mobile social media

Bloomingdale’s goes all out interactive with 2014 holiday windows

1-Bloomingdale_s_nyr51214_DSC_0170

US department store Bloomingdale’s has introduced a series of interactive windows tied to the theme of bows as part of its 2014 holiday campaign.

Gaming is the focus with passersby encouraged to connect to Bloomingdalesholiday.com via their mobile phones to participate in the action.

From there they can get involved in three different games directly in the windows. “Ready Set Bow,” reads the intro before offering up Memo-a-Bow, a card turning memory game; Whack-a-Bow, like a kind of Space Invaders; and Peek-a-Bow, where users have to keep their eye on the bow under the boxes as they move. Each can be played alone or with up to four players.

bloomingdalesholiday

Photograph-a-bow is then the name for an experience powered by FaceCake that allows users to take a #selfie on an interactive touch screen to share with their social following. The resulting shots can be accessed via a Facebook app, where you can see and Adore-a-Bow the Incred-i-Bow attempts of others (seriously this one is never ending).

Shoppers are also encouraged to share their special holiday messages and ‘Put a Bow on It’ using the hashtag #bloomiesgreetings via Twitter – each tweet then appears across the New York skyline in yet another window.

Last but not least is Charit-a-Bow, a window featuring a giant teddy bear made by Gund covered in hundreds of gold bows and holding a screen that encourages viewers to donate to the Child Mind Institute.

Retail innovation firm The Science Project, which was responsible for the Saks Fifth Avenue Yeti window project last year, was behind the initiative.

3-Bloomingdale_s_nyr51214_DSC_0159

4-Bloomingdale_s_nyr51214_DSC_0165

2-Bloomingdale_s_nyr51214_DSC_0163

bloomies

Pics via WGSN.com

Categories
mobile social media

Ted Baker runs Instagram treasure hunt with #TedsElfie Christmas campaign

tedselfie

Ted Baker has launched an Instagram-based game for the festive season.

To set the scene: Santa’s seven elves have gone missing – the last time they were all seen together was in last night’s #elfie (yes) that Santa took.

So now, fans are invited to help locate them. The starting point is @TedsElfie, where a series of illustrated winter wonderland images have been curated to look like a puzzle board.

Clicking on each inevitably reveals a comment with detail as to whether or not you’re close to finding the elves; hit certain squares and you’re encouraged to head to other accounts, like @journey_east or @wander_westward when in the forest, both of which also have their own puzzle boards to explore, like a continuing ‘choose your own adventure’-style game.

TEDBAKER_TEDSELFIE

Despite a series of dead-ends, the experience every now and again comes up trumps with gifts on offer for those participating. “You deserve a treat after all this searching,” says one square a few accounts through. “Leave a comment on this image with #TedsElfie and you could win 1 of those Ted Baker hip flasks buried in the snow.”

Further accounts to discover from the village on the first screen include @explore_the_streets and @find_a_christmas_market, where further gifts including bracelets and tiepins exist. We also spotted tote bags, wash bags and scarf sets, as well as more experiences with snowballs, snowmen, a carnival and a busy town square to explore.

Those who find the elves are in for bigger treats again, including a trip to see the Northern Lights. The adventure is being updated over a three-week period with new clues for finding the missing elves.

Craig Smith, brand communication director at Ted Baker, said: “Digital is a key element of our global marketing strategy at Ted Baker, which meant it was important to create a campaign that would have real standout. Using Instagram in this exciting and engaging way allows us to interact with both our existing and new audiences in Ted’s innovative manner.”

The campaign was created by Poke London.

Categories
Blocks film

Comedy sketches from SRSLY duo anchor LOFT holiday campaign

loft_srsly2
LOFT has teamed up with the duo behind a web comedy series called SRSLY to bring some funny to its fans this holiday season.

The “Put the Happy in Your Holiday” campaign sees a series of four short sketches featuring stars Alexandra Fiber and Danielle Gibson.

The once NYU classmates focus on a variety of different humorous scenarios including getting trapped in a red dress in the fitting room; deep in conversation with a dog at a party; choosing to reject the multitude of holiday invites that have come through the door on any given night and stay in instead; and discussing their ever-so stylish ‘gingerbread boyfriends’.

“We’ve been huge fans of the SRSLY girls for a while and knew we wanted to partner with them on a fun video series and what better time than during the holidays when everyone is scrambling to do it all. They nailed it with the different dilemmas they chose to poke fun at. And who hasn’t been in at least one of the situations the SRSLY girls spoofed during the holidays,” Michelle Horowitz, SVP of marketing at LOFT, told us.

Fiber and Gibson, who have partnered in the past with the likes of Glamour, Refinery29, Birchbox and Bare Minerals, told WWD: “We love working with brands that have a great sense of style and humor, and LOFT let us eat cookies and hang out with a puppy. We also made videos at some point… Can the entertainment and fashion industry ever merge with such delicious and fluffy results again? We don’t know. We don’t think so. It was one of the most fun shoots we’ve ever done, and we’re psyched for the rest of the world to see what happens when you put the LOL in LOFT.”

The duo are also appearing in a “12 Vines of Christmas” series, with new clips being released each day like an advent calendar on the “Loft.com site”, where some curated gift picks as well as a FalalalaLoft playlist from the SRSLY girls exist for further perusal.

Categories
Editor's pick film

J.Crew proves it’s ‘all ears’ with cute Claymation elephant video series

jcrew_elephant2

J.Crew has won over our hearts with this cute video series for the holiday season featuring “The (Helpful) Elephant in the Room”.

Four claymation clips (so far) feature a small elephant playing the role of customer service advocate. He offers up access to the retailer’s 24/7-hour team of personal stylists, all the while making fun of things like his own inability to dial a number on a rotary phone.

Under the heading “J.Crew Gift Better”, the videos are narrated by Glenn O’Brien and link through to the J.Crew Very Personal Stylists page, where bookings can be made for advice on everything from styles to wear to sizes to find.

The taglines for the videos read things like: “Whether you’re gifting a camel or a zebra, we have something for everyone on your list. Let us help you solve your holiday dilemmas.” And: “Elephants are just like us—they can’t stand lines. That’s why we came up with a way to avoid them (and other holiday annoyances). Let us help.”

Check them out below…