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Calzedonia opts for #TweetCam and Periscope to push swimwear show

CLZ_Calzedonia

Swimwear brand Calzedonia is following in Burberry’s footsteps and introducing the #TweetCam to its summer 2015 catwalk show.

The Italian company has partnered with Twitter to allow fans to gain access to the show via their own personalised shots of it. A series of cameras along the catwalk will capture unique images in real-time to users who tweet using the hashtag and @tweetcalzedonia, sending them back to them with their Twitter handles and a time stamp overlaid.

Calzedonia will also make use of Twitter’s new live-streaming app, Periscope, to capture the scene backstage.

The shows take place twice a day on April 14 and 15, and will also see the launch of the new #CLZ capsule bikini collection, which is aimed at a “young and digital-addicted target”.

A campaign accompanies the line, shot by Mariano Vivanco in London and featuring Instagram and Twitter star Sara Sampaio.

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social media

JC Penney tried, but failed to nail social marketing during Super Bowl XLVIII

Last year’s Super Bowl game was all about the success Oreo achieved with its Dunk in the Dark instant Twitter response. While lots of brands played with social this time round – from Tide to Chobani – no one quite nailed it in the same way, or certainly not with a legitimate real-time feel to it.

JC Penney however, was one that tried. The US department store posted two tweets throughout the evening with numerous typos in them. Needless to say, even in a sea of 25 million tweets (up from last year’s 24.1 million), they quickly went viral.

A drunken employee with access to the corporate social accounts was the inevitable assumption. Not surprising with copy that read: “Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0.” And: “Toughdown Seadawks!! Is sSeattle going toa runaway wit h this???”

In no time at all, they’d received upwards of 19,000 retweets and 8,000 favourites each. Things then got even better when other brands weighed in – Macy’s amusingly denied responsibility, Kia asked whether they needed a designated driver, and perhaps the best of all, Snickers looped in its own ongoing campaign concept by saying: “Eat a #SNICKERS, you’re not you when you’re hungry RT @JCPenney Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0.”

It was a brilliant marketing ploy – JC Penney was just about to respond with something groundbreaking, bang on target for the ever eager, second screen consumer. Weren’t they?

Alas, mittensgate. Yes mittens. The JC Penney social team were wearing mittens. New York / New Jersey was so cold they couldn’t possibly tweet in any other way (although it turns out it actually wasn’t), so they had to keep their fingers wrapped up in cosy mittens and desecrate all over what could have been a spectacular social hijack in the process. #tweetingwithmittens: how disappointing.

According to the follow-up posts, the initiative was designed to promote the retailer’s Team USA mittens for the upcoming Sochi Winter Olympics. From one cold sporting event (or not) to the next (also a case of, or not)…

Kate Coultas, a spokesperson for JC Penney, told BuzzFeed: “We knew Twitter would be very active but wanted to find a way to stay above the Super Bowl fray and instead create our own narrative. Given it was cold, and we are selling Go USA mittens — we thought it could be a fun stunt!”

Perhaps I’m being a touch harsh, the move has after all generated a ton of buzz, not to mention coverage across multiple major marketing publications, and all that without the hefty $4 million TV media buy. That said, without the best recent sales history, it just feels like there might have been somewhat of a slightly wasted opportunity in focusing merely on a pair of gloves for sale.

As Business Insider, who referred to the ploy as “frankly, a bit lame”, said: “It’s sort of hard to gauge the actual sentiment toward the campaign, as the Twitter bios of the people who interacted with JCPenney’s posts indicate that most of them are involved in media in one way or another.” This writer included.

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Matthew Williamson launches on Twitter, announces new digital strategy

British fashion brand Matthew Williamson launched on Twitter today, marking its first commitment to a new digital strategy headed up by Rosanna Falconer, previously of the British Fashion Council.

Created to give followers an insider view, the @MWWorld handle will capture all the action from behind-the-scenes of the collections and the studio. It kickstarted this morning with the above tweet, and has since continued with a photo of Matthew mid-meeting as well as a link to his YouTube page where a video documenting the shoot for his forthcoming XV film starring Sienna Miller, Poppy Delevingne and Valentine Fillol-Cordier exists (as below).

Matthew himself will also be sharing his insight, inspirations and travels.

As a follow on, the website and e-commerce platform will soon be relaunched to “reflect developments in technology, including mobile, and capture the brand digitally”.

Matthew Williamson will celebrate its 15-year anniversary this spring/summer 2013. The XV film will be officially unveiled next week.

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Vogue Paris tells #storyof1million Twitter followers with dedicated microsite

French Vogue has celebrated reaching one million followers on Twitter by launching a microsite dedicated to its digital history.

Storyof1million – available in both French and English – is an interactive experience featuring highlights of the @VogueParis Twitter handle, through images, music and video.

It documents over four years of coverage; from launch on September 4, 2008 to today. Its first ever tweet read: “Retrouvez dès le 5 septembre les télégrammes de Vogue.com en direct de la fashion week de New York” (See our Vogue.com telegrams from New York Fashion Week from September 5).

Sarah Herz, director of Condé Nast France’s digital operations, explained it as “a unique digital narrative with over 400 elements, created entirely by the editorial staff to celebrate the site’s most exciting and pivotal moments yet”. She added that the initiative was designed to express the magazine’s deepest gratitude to all the followers, fans and celebrities that have supported it.

The one million mark makes Vogue Paris the most followed French publication on Twitter. It continues to tweet from behind-the-scenes with its editorial team, covering everything from exclusive interviews to fashion week shows, news exclusives and after-party snippets.