When fashion brands go viral |

By M♥

As we are currently in the revolutionary midst of the new world wide web era with exponential evolution of social media sites or the web 2.0., it is almost inevitable for today’s businesses, in any domain, to not partake to that setting trend which soon will be standardized, if not already. Though television is still the #1 vehicle to promote any product, the use of social media such as Facebook and Twitter, blogs are inevitable. They compliment to any form of mass marketing out there, and that, at a fraction of the price.

While those aforementionned social communities and sites can play an essential role in a product’s promotion or a company’s growth, pushing the note by creating a complementary online campaign which will tag team with them, creating a new experience may set new marketing standards. But once reaching that level, can the company regress to previous ways?

Take for instance, the feminine, trendy and affordable fashion label Dynamite. After 35 years in the fashion business, with more than 260 stores operating across North America, the use of new technology and fresh innovative ideas to attract a growing generations and new ones to shop in their facilities is vital.

They’ve recently came up with a state-of-the-art online marketing campaign accessible from their website and Facebook fan page to cater to the old and new generation but also as a stepping stone to their marketing prowess or force on the web. Specifically, they’ve created a 60-second viral video, where the female viewer, after uploading a picture, is plunged in a fast-paced taste of glam-life as THE new celebrity IT girl, THE new face of the brand, complete with being on the cover of Elle Canada magazine.

This campaign vows to do many things such as making the customer feel connected to the brand as well as providing her with an interactive, playful and innovative experience in order to strengthen the relationship with the brand, as the Dynamite’s Marketing Manager Arianne De Warren explains. It also introduces the brand within the blogosphere in collaborations with Elle Québec and Elle Canada magazines. The social media intervention comes in play when the customer subsequently is invited to share the costumized video with friends by email or through Facebook, and even get a copy of her face on the magazine. While one would think it enough, they top it off by giving the chance to fashionistas out there to win a 500$ shopping spree, a year-subscription to Elle Canada magazine and their picture posted on the brands Facebook page.

Now for a promotional campaign, they sure are putting the whole package for it. I tried the video myself and while I previously used the word “plunge”, you will understand the intensity of it, which is very much entertaining. For those who love watching Gossip Girl on TV will definitely feel like Serena during those 60 seconds.

Try it here or click the link below and you’ll understand exactly what I mean. And I want to hear from you, tell us what you think of it.