Tuesday, May 20, 2008

River Island creates UGC site for Graduate Fashion Week

I don't usually mention clients by name (usually as either there’s an NDA in place or I don't want to involve them directly in my blogging) however I did want to mention this new micro-site by River Island:
http://www.gfw.riverisland.com/

This site, to accompany the company’s ongoing sponsorship of Graduate Fashion Week, has some key Web2.0 functionality such as:

Blog:
This is updated daily so far and by several different members of the River Island / GFW team. Each gives a slightly different perspective, but all are real people, each with their different perspective and stories to tell.
(According to eMarketer: Blog postings do Influence Female Customers)

UGC Competitions:
Themed user generated content-based competitions to encourage users to upload images of themselves in different River Island stores. It will be interesting to see how these competitions vary over the weeks and how virally they are adopted by the web community.

Video clips:
There are already several clips on their ‘insider-tv’ section, showing what its like to work at River Island (not bad at all thanks!). Expect more and differing video content here as the campaign progresses.

So, does it do the job? Yes, I think it does.

  • Its aimed directly at their target customers (primarily younger females), who are the most prevalent users of social media
  • It satisfies visually, by use of photography and video, this media-hungry demographic
    It provides a reason for re-visiting by the competition idea
  • It ties the work of River Island and their sponsorship of GFW, without unnecessary hype or overt pushiness.

Note: Thanks to Debs for the swift review of article.

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