ASOS were launching their Spring/Summer collection in Australia, before any other country - a first for the Aussie fashion industry. PLAY were tasked with generating hype around the new collection.
Our campaign launched with a Facebook app that allowed users to 'digitally elbow' their way through a "queue" and shop the collection first, days before the actual launch. To get to the top of the queue, users had to gain points, which they got by sharing the app and when their friends uptook the app. The first 50 in the queue were the VIPs - and received $100 to spend on the new collection.
We also wanted to create physical events to give the brand a real life presence. Three physical events were developed and produced, which put each fashion collection into context to prove that ASOS is 'in your world'. Venues were hand selected to reflect the collection; the Opera House showcased the salon range which was chic and glamorous, Freda's housed the menswear range, which was an underground, laneway-style house party vibe, and Beach Haus showcased the beachwear collection, presenting a nautical and Summery vibe. RFID tagging allowed consumers to share their experiences of the night on Facebook.
2110 users joined the queue, which resulted in 66,699 Facebook shares. The launches totalled over 1000 attendees.
For those who couldn't attend the launch, ASOS 'Scan and Shop' crates