Dell Fashion Show Helps Launch Two Computer Products - Event Marketer

Dell Fashion Show Helps Launch Two Computer Products

DB_Dell_PressB2B_Ex 2008
Brand: DELL
Agency: CAMPOS CREATIVE WORKS
Awards: EX AWARDS — BEST PRESS/MEDIA EVENT
Year: 2008

When Dell introduced the Inspiron notebook series and XPS desktop, it created buzz in the realm of retail. It partnered with the Macy’s Department Store in Herald Square, New York City, to host a fashion show, one-on-one press conference and interactive Dell product area. Dell’s goal was to focus on unique design and personalized service through a non-traditional tech press event.

The purpose of the press event was to evoke Dell’s new attitude, which is all about self-expression, simplicity and vibrant color. Through the fashion show, Dell was able to zoom in on Inspiron’s multiple color offerings, including Flamingo Pink and Espresso Brown. During the fashion show, none of Dell’s products were present; the focus was on the vibrant colors. Using fixed lighting and handheld projectors, color was blasted onto the models’ sleek white bodysuits and long coats as they sashayed down the runway. The models strutted their stuff to the beat of a dj and video imagery.

Following the show, the audience was directed to another floor in a more intimate setting. Avoiding the standard question and answer press conference, Dell encouraged members of the press to engage with its executives on a one-to-one basis. The press could also interact with the Dell products, which were on display.

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