Danish shoe brand Ecco hosted a special event for fashion bloggers on April 18 at the Scandinavia House on New York City’s Park Avenue to promote the brand’s couture chops in addition to its legendary comfort. Ecco took over the upper level and outdoor balcony at the venue where it displayed its new collections and walked attendees through its men’s and women’s offerings.
Paper-wrapped chandeliers softly lit the space, which was peppered with modern furniture. The brand ambassadors showed off the shoes on silver platters and answered guests’ questions. The bar was stocked up with Nordic beers, wines and tasty snacks, but the centerpiece of the event was the photo activation station where bloggers were invited to stand, pose and mug for the camera holding a slate chalkboard on which they wrote their impressions of the new collection. They then logged onto Facebook or submitted an email address and the photos, which were shot by a professional photographer, were posted instantly with a branded call to action to check out Ecco.
“This is all about doing a smaller, more intimate event that would be more personal and more powerful,” Dana Schwartz, director-marketing and advertising at Ecco, told Buzz. “We wanted to provide a different point of view about Ecco as a brand—what it is and what it represents. We’re hoping [the bloggers] can help us connect our products to a younger consumer group with information they get from this Ecco experience.” Agency: Mullen, Boston; Technology: Brand Networks, Boston.