Shop until you drop... a line.
What an interesting concept. Capture your shoppers on video, have them create a profile. Internet users all over the world can then view and write messages to the shopper. Shopper checks back to the store, or logs in from home, all nicely wrapped up in the retailers brand.
After mastering 'shock marketing' (link to Olivero Toscani's controversial 80's campaign using traditional media, Benetton makes quite an impressive attempt at new media marketing.
2 Comments:
This is going to do great. Give people a new interactive platform with a little space to work, and all sorts of inventiveness will emerge. Let's call it "open source creative."
Great comments. This is a logical evolution of their legendary campaign - where they presented Benetton as a symbol of versatility - now the common man is their star. It's free broadband content and the with the sense of spontaneity and voyeurism - I'm already a repeat visitor - impulsively clicking through the sea of human beings. - The more I look at the site, the more hooks and extensions I think this concept has - with 4000 stores worldwide this could make a great feature for the social networking (Friendster, MySpace) and dating networks (Match.com, Lavalife.
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