Ted Baker: 360° Interactive Campaign
Charming consumers from all angles, British fashion retailer Ted Baker is promoting its S/S 17 collection with a wryly-titled suite of interactive initiatives – Keeping Up With The Bakers. The campaign encompasses shoppable content, social media and interactive windows.
- Shoppable Content: Running on its e-commerce site, Asos.com and Nordstrom.com, the brand has released a shoppable video, navigable by using a desktop keyboard’s arrows or tilting a smartphone screen. Styled like a 1970s-era American sitcom, users explore the fictional family’s house, buying items worn ‘on set’ as they roam. Shoppers could also collect a free Google Cardboard headset from selected stores to experience the video in (non-shoppable) virtual reality.
- Interactive Windows: A partnership with British production company Nexus Studios delivered ‘Nosey Neighbours’ interactive windows at selected stores. Passersby place their hands on a dedicated spot, which takes their photo and places it into the partly digitised set. Photographs of the faces are displayed on a TV set or wall portrait. The pictures simultaneously feature in a gallery on Ted Bakers’ e-commerce site, and are sharable on social media.
- Instagram Incentives: Collaborating again with British digital agency Poke (see Geo-Smart Interactive Window Display) for a limited period, Ted Baker’s Instagram followers were invited to complete daily challenges involving tagging or sharing to win prizes. Winners were announced via Instagram’s Stories feature which, supporting the sitcom theme, was also used to periodically publish fictionalised content regarding the Baker family.
- In-Store Engagement: Translated in-store, shoppers could also interact with actors playing extras in the show – such as a milkman dispensing complimentary drinks.
See also Physi-Virtual Flagship: Ted Baker.