To launch Adidas NEO’s autumn/winter collection with Selena Gomez during New York Fashion Week, Iris Worldwide tapped into the brand’s social media-savvy audience and created a digital-centric experience for 200 guests and the brand’s Twitter following.
Dubbed the world’s first tweet-powered fashion show, #NEOrunway gave Adidas NEO’s Twitter followers the power to vote live on aspects such as set design, catwalk playlists and models’ outfits.
Brand ambassador Gomez posted Vine videos out to teens for further engagement during the pre-show voting process.
The activity trended worldwide, with 102,832 #NEOrunway tweets on show day. A total of 128,000 decision-making votes were cast across the nine-day period, and the campaign helped the brand to gain 12,000 new NEO Twitter followers and 300 pieces of media coverage in 15 markets.
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