American Express has added Twitter and Facebook to its Mercedes-Benz Fashion Week sponsorship. The multimedia activation kicked off in New York City last week and runs through Feb. 18.
Cardmembers who attend the fashion shows will receive perks like a VIP view of the runway from the brand’s Skybox, exclusive access to fashion designers and the royal treatment at a relaxing cardmember-only lounge. Followers of American Express on Twitter (@AmericanExpress) will have a chance to win a Skybox package for two to view Anna Sui and Brian Reyes’s Fall 2010 show on Feb. 17. Under the tents attendees will have a chance to check out American Express’s multimedia wall in the lobby showcasing personal tweets from some of fashion’s top designers, folks in the Skybox and fashion bloggers (Tweet to #amexMBFW to join the conversation). The company is also on Facebook and will be updating its page with Fashion Week content as well as posting photos taken by a professional photographer on site, which attendees can then upload to their personal Facebook pages.
“This year we’re using the power of social media to keep people in the know even if they can’t get into the event,” Jessica Igoe, director-global sponsorship marketing at American Express, told Buzz. “We are taking these beautiful experiences that cardmembers have at Fashion Week and making them available to the masses, because we only have room for so many people physically in the tent.”
Building on an existing relationship with the blogger community, American Express is partnering with Independent Fashion Bloggers (it has 6,000 members) to help organize their first official blogger conference called “Evolving Influence” on Feb. 15 at the Helen Hills Theater in New York City. The brand will also be capturing exclusive behind-the-scenes content (like designers prepping before a show) that will be placed on a media player that will allow consumers to access it from partner websites like style.com. For more information consumers are directed to americanexpress.com/entertainment. Agency: Momentum Worldwide, New York City.