USA Network’s successful SUITS & STYLE campaign picked up top honors in its category at this week’s OMMA Awards. The effort – which promoted the second season of SUITS – was named Best Integrated Online Campaign among TV brands. 360i is lead social agency for USA Network.
Last spring, USA Network teamed up with men’s online retailer MR PORTER to present SUITS & STYLE, a multi-platform partnership that utilized digital to seamlessly integrate online with offline. In reinventing the traditional fashion show and consumer experience, SUITS & STYLE brought the worlds of entertainment, fashion, technology and commerce together to create unparalleled social excitement across the globe.
Image source: http://www.mrporter.com/Content/suits_lp
Blending the sleek aesthetic of SUITS with the sophisticated sensibility of MR PORTER, SUITS & STYLE brought to life a shared philosophy through several digital platforms. At the center of the partnership was a SUITS-inspired microsite within MR PORTER and a mobile app that enabled users to virtually try on various suits and accessories. In social, the partnership was brought to life through #SUITSStyle trivia, where rabid fans were rewarded for testing their knowledge of SUITS fashion.
USA Network tapped 360i to lead its social and community efforts around the partnership. Through engaging fans in digital, we turned the SUITS & STYLE collaboration into a movement with national – and even global – reach.
Infusing digital efforts with offline initiatives, we invited influential bloggers to the SUITS set in Toronto for an exclusive visit where we launched the SUITS Instagram profile that would later serve as a content destination for the SUITS & Style partnership. In New York, we hosted an influencer brunch to celebrate the launch of the MR PORTER Pop-Up Style Gallery and Fashion Show events.. At each on-the-ground effort was a community manager dedicated to creating content and bringing the action back to fans via live updates from Twitter and Instagram.
“On the ground at the event, the crowd was buzzing,” said Tatiana Urriaga, a 360i Community Manager who was at the event. “We engaged with influencers during each event in order to amplify conversation, and were strategic about what kind of content would convey that sense of excitement digitally and resonate with fans.”
The online-offline effort reenergized existing fans and enlisted droves of new ones resulting in over a 1000% increase of social conversation during the Season 2 premiere, living up to OMMA’s mission to “honor those advertisers that push the potential of online advertising creative.”
Congratulations to USA Network and the team at 360i for this notable achievement!