New Media in Retail August 27th, 2014

Tell me about a form of media that has interested you,

you’ve interacted with or purchased from.

Activity 1

Home Feed à Brand Collection à Product Pin à Product Page

Commercialization

&

Storytelling

BRANDS BRING FANS TO THE FRONT ROW

VIA TECHNOLOGY During London FW, Top Shop teamed up with Google and Incognito to let fans take part in the show. Specially commissioned head-sets gave people access to the 360-degree virtual world which combined a live feed from the runway, backstage action, VIP arrivals, set design and other animated features.

BRANDS ARE CREATING RICHER,

SHOPPABLE DRIVERS Commercialization is becoming elevated, even in media drivers. Sass & Bride created a 360-degree interactive ad containing a full lookbook. Users shopped the featured looks and styles directly. Streetview style navigation brought a new, visually rich dimension to the way she interacted with product.

BRANDS ARE RAISING THE EXPERIENTIAL

BAR FOR SITE HOMEPAGES

To support swim for H&M 2014, the brand swim page was supported by shoppable video, content and commerce pages together in one experience. The campaign homepage experience has evolved.

Activity 2

What factors contribute to a successful media campaign?

Storytelling

Connecting a brand story to the user’s journey by

conveying one message throughout all touch points.

1_Section-Opener

Nike + Kinect Training used innovative

personalization to set fitness goals, connect

friends for motivation & accountability and train

while getting real-time feedback.

1_Section-Opener

Media drivers integrate commerce experiences

and branded content through focused messaging

at every touch point.

1_Section-Opener Prove exclusivity by using social drivers as

individualized shopping outreach tools.

1_Section-Opener Create layers of engagement within the

shoppable levels of the site experience.

Drivers & Touch Points

Beauty moment

SUSTAIN: POSTSHOW/HOLIDAY

DRIVERS COMMERCE DESTINATION

SOCIAL MEDIA

EMAIL

OLA PR & BUZZ

COLLECTION, LANDING & PRODUCT

PAGES

HOMEPAGE CONTENT CHANNEL & SOCIAL

Activity 3 1.  Split into 3 groups

2.  Present one cohesive campaign message that can be applied

cross-channel. Describe how messaging will be applied to

drivers, email, social, site & PR.

•  Kleenex

•  Crest

•  Neutrogena