Videos

Quickster Football Collection The idea for the contest came from Tissot’s long tradition with professional football, such as in 1976 when the brand created a watch for referees to wear during games that had a dial that indicated half time. Through this Instagram challenge, Tissot owners will be encouraged to join in on the tradition of the brand and the sport. Resurrecting consumers Using an Instagram contest to promote awareness to previous consumers is not a new concept among fashion and apparel brands. For example, footwear label Kurt Geiger engaged fans with a branded, street-style themed Instagram video contest for the chance to win a shoe wardrobe. The “#WhichStyleIsUpYourStreet” Instagram video competition asked users to film themselves wearing the label’s shoes while out and about. Kurt Geiger was likely to see consumer interest in the contest by giving away a desirable prize for fans of the brand (see story). Hotel brands have also enacted the Instagram contest to spark a resurgence of previous consumers. Instagram contests can allow luxury hotel brands to measure the impact of their social media channels and gain a deeper understanding of guests’ interests. With the ubiquity of mobile phones and social media engagement, providing fans and guests with a creative project attached to prizes seems like a simple way to stay relevant. However, beyond the immediate fun, such contests can arm brands with insights into how consumers respond to their social media pages and how they can structure future offers (see story). Tissot’s contest will likely incite previous watch owners to participate and check out the brand’s new lines. The football specific theme may deter some consumers, but may also appeal to potential clients. "Instagram contests humanize brands," Mr. Gupta said. "By encouraging fans to express brand affinity using images, marketers can use tools like Curalate to get insights from these images and better understand how their brand is perceived. "This can be used to inform a brand’s overall creative direction to better align with their fans," he said. Final Take Nancy Buckley, an editorial assistant on Luxury Daily, New York

wonDIORland's first teaser video On Dior’s primary Facebook page the Dior Addict advertisement is used as the brand's cover photo, but the photo does not offer a link to the separate page. However, the brand did post about wonDIORland saying “Dior invites you on a trip into Dior Addict #wonDIORland” and attached a link to the other page. This same post can be found on Dior’s Twitter. The videos are directed by Harmony Korine, an American film director, and feature the Russian model Sasha Luss. Splitting Web time The unusual aspect of the separate Facebook page for wonDIORland is that the teasers do not directly generate awareness of the brand’s social media pages. Other brands make this connection more explicit. For instance, Italian fashion maison Valentino teased its newest men’s fragrance Uomo with a sneak peek of its campaign video that may sustain interest in the scent until it is available worldwide in 2015. The atelier kept the campaign effort vague for the fragrance debut to increase anticipation and leave consumers wanting more. By segmenting and protracting the campaign consumers are likely to follow along and return to the brand’s Facebook and Web site for updates (see story). Similarly, Italian fashion label Dolce & Gabbana emphasized its jewelry offerings with a category-specific Web site that features the brand’s collections. Housing a particular aspect of a range, such as jewelry or beauty, can help consumers easily locate products of interest online, but brands risk complicating their online presence in the process. To ensure a unique experience, brands looking to differentiate sectors should incorporate touch points not seen on the main Web site (see story). The addition of an online presence by both a separate page and multiple teaser videos, whether on social media or general Web sites, can clarify a specific topic, but also runs the risk of complicating the consumer experience. "Dior has become one of the leaders in the transformation of brands from merchants to media companies," Mr. Benattar said. "In the luxury category, the new fashion is about hiring a hot director a la Harmony Korine and developing a strategy similar to what a Hollywood studio would follow, while releasing a clever, rhythmically paced set of teasers that builds momentum the same way the next Godzilla movie gets marketed in the digital age," he said. "Obviously you should expect the WonDIORland behind the scenes, the win a first class ticket to WonDIORland, the interview with the director, etc. all cut for social media activation and bloggers engagement." Final Take
Nancy Buckley, an editorial assistant on Luxury Daily, New York