Topman wanted to share their upcoming A/W13 collection from LondonCollections:Men to a fashion conscious audience in the most engaging way possible.
The strategy: Give them a front-row fashion show experience
We created Topman 360° - an innovative, interactive social experience that gave fans the chance to win tickets to the event and view the show LIVE online from the front row.
Two weeks before the show, we ran a competition giving four lucky fans the chance to attend the event.
For the fans that couldn't make it in person, we built the ultimate online front-row experience. Using an interactive 360° live stream, fans were able to control the camera to view the latest collection from different angles, take photos and share on social networks.
The experience also allowed users to view the opinions of industry insiders and VIPs such as The Sunday Times Style, Henry Holland, iD Magazine, Lulu Kennedy and Simon Chilvers who were tweeting live from the front row. Their tweets appeared within the live-action overlaid alongside each person - a Twitter first.
Streamed to over 100 countries live on Facebook and Topman.com, it gave fashion fans a boundary pushing interactive experience - all from the best seat in the house.
It was featured on countless blogs, newspapers and social networks and broke new ground in social media, and went on to win multiple creative accolades.