Hugo Boss uses an Integrated 3D Social Media Campaign
I came across a very interesting integrated social media campaign this morning from Hugo Boss. The use of 3D technology has been a big trend in the box office lately, and Hugo Boss has taken this 3D buzz to help promote their Boss Black Fall/Winter 2012 line.
Hugo Boss will be releasing their Boss Black Fall/Winter 2012 line May 18th in Beijing via live stream video. What makes the release exciting is that this video will be in 3D. To tie-in with the 3D live stream event, all of the promotional materials for the launch are in 3D.
At the hub of the 3D campaign is Hugo Boss’ website. In their fashion show section dedicated solely to the promotion of the launch, all video, images, and text are in 3D. Visitors can explore additional content by clicking on different images, some of which lead to teasers from the Hugo Boss summer 2012 line and the ability to win a trip to the Fall/Winter line’s launch.
Hugo Boss has made the Boss Black 3D campaign social-oriented with tie-ins across multiple social media channels. On Facebook, Hugo Boss takes advantage of the new Facebook Timeline to inform visitors about the live stream fashion show. Images on the Hugo Boss Facebook page are in 3D, helping to add additional fun and excitement to the campaign.
Hugo Boss continues its promotion for the 3D fashion show with its Facebook posts. They post links to the 3D hub on their website, and their posts engage and converse with their visitors about the event. They’ve even created a storyline for the event, developing 3D videos teasing viewers about different elements taking part for the fashion show. The videos are hosted on YouTube, playing within a Hugo Boss branded YouTube player and linked to from Facebook.
The latest video teases viewers that they’ll soon be able to own a pair of 3D Hugo Boss glasses created specifically for the event.
Hugo Boss ties in these social media elements wonderfully into their 3D fashion show campaign. Typically, most brands would separate each media outlet (web, Facebook, YouTube) and either develop separate content for each or post the same content for each. Hugo Boss, however, creates a true integrated campaign and uses each outlet based on how their consumers are using them. Consumers are using YouTube simply to see videos, so any video content for the campaign lives within YouTube. Consumers are using Facebook to see what their friends and favorite brands are up to, so Hugo Boss is posting links that direct consumers to their website hub while making the content engaging and shareable. Finally, consumers are using the Hugo Boss fashion show website hub to see rich content, flash animations, models, and the latest fashions- something they aren’t doing in other media outlets.
Hugo Boss truly hit the nail on the head with this integrated marketing campaign, and I think it’s one which other brands can learn from. They use a buzzworthy technology (3D), tie it into their product releases, and use it in their promotional materials. Their social media outlets work with one another- not against or in place of one another. In return, Hugo Boss creates a campaign that is truly integrated.
Very interesting article Bryan! I have posted it on my tumblr blog.
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