Abercrombie and Fitch’s Visual djs Steal the Show
Social media is a purely digital channel for some brands, but not for Abercrombie and Fitch, which saw an opportunity to take the power of social and bring it into the physical for its Rising Stars party.
There, the brand announced its 2014 Abercrombie and Fitch Rising Stars, a group of young and talented industry professionals. To take the online and make it live, the brand deployed a high-impact dynamic social video wall that displayed content from guests’ feeds, photo kiosks and curated brand artwork that was live-mixed on the spot by graphic designers. These “visual djs” created a constantly evolving social photo experience like none these consumers had ever seen. The wall inspired an explosion of social sharing by guests who were having a fantastic time, live.
To make it happen, the brand deployed a 60-foot-wide, edge-blended projection screen. The raw images came mostly from the scattered photo activation stations and attendees posting to their own channels under the hashtag #AFRisingStars. All images were sent directly to the designers on-site. The designers then used pre-designed software templates to mix, collage and layer the photos, making them ready to explode, pan and flip all over the display screen.
The results of the push were pretty clear from early on. Guests were posting with the hashtag, and the installation generated hundreds of thousands of social posts from a wide variety of sources. Say cheese!