The busy week started with the Grammys and ends with the Super Bowl, and also included Fashion Week initiatives and the announcement of a new Facebook app set to launch next week. Read on to learn more.
Arby’s Playfully Disses Pharrell’s Grammy Attire
Last Sunday’s Grammy Awards show sparked a firestorm of Twitter chatter, with several brands jumping in on the conversation. The most memorable of the social interactions was food chain Arby’s real-time tweet asking singer Pharrell to return its hat—as the one he adorned for the show resembled the hat featured in the Arby’s logo. The pithy tweet worked because from the moment Pharrell hit the red carpet, Twitter users were engrossed in commenting on his style and the hat he wore to complete his look. The brand acted quickly, tweeting directly at the musician, and received a response from Pharrell himself, who engaged in their witty banter. Other brands, like Secret Deodorant and Walmart, participated in the Grammy conversation online as well. Check out a recap of the brand banter courtesy of Digiday.
Tommy Hilfiger Announces New York Fashion Week InstaMeet
Fashion designer Tommy Hilfiger just made New York Fashion Week more accessible and more social. In just a few days, the designer will be introducing the first ever runway show InstaMeet. The Instagram service InstaMeet connects local Instagram users with others who share similar interests. To facilitate the Fashion Week meet up, Hilfiger teamed up with local New York-based Instagram influencers Brian DiFeo and Anthony Danielle of “The Mobile Media Lab.” For the debut of his new women’s collection on Feb. 10, 20 Instagram users will be invited to the meet up to chronicle the event using the hashtag #tommyfall14. While Fashion Week has always attracted designers and haute couture connoisseurs, this initiative will help get more mainstream consumers involved in the events.
Similarly, Marc Jacobs will be opening up the Daisy Marc Jacobs Tweet Shop, a pop-up shop in New York’s SoHo neighborhood where shoppers may purchase products with tweets. In place of cash, fans of the brand will be asked to use the hashtag #MJDaisyChain via social media platforms of their choosing.
Pre-order Coffee Online with Starbucks
Global coffee company Starbucks will be introducing mobile ordering this year, which will allow customers to use the Starbucks app to place an order and then pick it up in a store nearby. With the boom of online shopping, many businesses have seen in-store purchases decline, but with this combination of physical and digital, Starbucks is looking to change just that — and with its new technological innovations, it is primed to do so.
Facebook Announces Paper Launch Date
Facebook recently announced that it will be launching its newest app, Paper, on Feb. 3 . Paper is a standalone iOS app that reimagines the News Feed as a visually immersive mobile newspaper. The app will contain 19 sections such as Sports, Tech and Design, and will curate content from users’ friends and publications within an easy-to-navigate Newsfeed. Users will have the option to post content both directly to Paper and onto Facebook as well. While the impact the app will have on brands is still uncertain, it will likely be a game-changer for how users consume content.
Gap Reaches On-the-Go Fans with Passbook “Make Love” Campaign
This past holiday season, Gap launched a creative initiative to help support its “Make Love” campaign. The clothing company partnered with Southwest Airlines, Aloft Hotels, Bliss Spa, Barnes and Noble and DreamDry to reach customers in a new and different way. Targeting on-the-go consumers, Gap seeded physical “Love Notes” with an SMS prompt to text a short code. Once fans initiated the interaction by sending an SMS, they then received a mobile link to an exclusive Gap offer that could be seamlessly saved to their Passbook Offers.
Photo via psfk
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Cover photo via Facebook