Experiential agency Sharedit has created an in-store experience, which includes a custom open-air booth for the nine-day tour, featuring the famous Jack Wills pink and blue stripes.
The search for the New Faces Tribe, which kicked off at the weekend (25 October) in London's Covent Garden, also sees Sharedit providing an in-store photo wall, a Hollywood-style red carpet entrance and a social sharing station. Friends will have their photo taken as a group in the pop-up in-store studio, with some of the brand's favourites featuring on the Jack Wills Facebook page. A large format LED screen is streaming a live feed of the pictures taken in-store.
Jack Wills ambassadors will be working their way through the store and queues outside handing out social cards, which aim to encourage people to make use of the in-store hashtag printer, which will print all images from Twitter and Instagram that have the #JWModelSearch hashtag attached. The printed images will then create a photo wall within the store telling a story of the tour in visual format.
Hopeful 'tribes' will be styled in accessories from the Jack Wills Christmas range, before taking centre stage in front of the #JWModelSearch branded open air photo studio. The shoot area will give the contestants a taste of a real life fashion shoot, with professional studio lighting in place.
Each tribe will have a series of professional photos taken, and will be given a physical print out of each photo to take home with them. After the shoot they will be led to the iPad Photo Sharing Station where they can instantly share their photos via email, Facebook and Twitter using the dedicated hashtag.
While the shoots are taking place, contestants and shoppers will be kept entertained throughout the day by a DJ and saxophonist, with the Good & Proper Tea company handing out wristbands that entitle wearers to a free tea. Professional model scouts from Models1Agency will also be on the lookout for new talent throughout the tour.
Geraldine Vanoversteeg, projects martketing manager, at Jack Wills, said: "This tour gives Jack Wills an opportunity to get face-to-face with our consumers and allows them to really feel part of our family. There is alot of undiscovered talent in the UK and as a truly British brand, we are proud to partner with Sharedit on this nationwide #JWModelSearch."
The tour also visited Exeter on 26 October and will visit Cardiff, Cambridge, Birmingham, Nottingham, Liverpool and Manchester this week. The last day will be held in Edinburgh on 2 November.
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