I stumbled across this site for G-Star, a Dutch clothing company, today and loved their new campaign.
The G-Star Raw Reporters campaign is using social media to recruit fashion reporters to attend their catwalk show during New York Fashion Week. People can demonstrate their creativity and passion for fashion via four different channels, Twitter, Facebook, You Tube and Flickr.
Utilising all four tools not only broadens the scope, but also allows consumers to communicate in a way they feel comfortable and confident.
The Raw Reporters will get front row tickets to the show, go back stage at the event and attend the after-show party. There will be winners from each category, so the Facebook winner will be updating via the social networking site, the Flickr winner will be taking loads of photos, the Twitter winner will be Tweeting live updates and the You Tube winner will be making short video clips for their channel.
Not only does this campaign create buzz in the run up to the event, but also during the show as people will be following (in one way or another) live. Plus, once the show is over G-Star has loads of user-generated content for their site. This is shareable and also much more accessible to consumers.
They’re much more likely to read something, and then buy something, from someone like them rather than a corporate website.
I think this is a great campaign and a great use of social media. I’ll be entering now to try and bag my place in New York!
