Live It Up

Selling The Experience Through Online Interaction 

            Being a part of ‘the experience’ is a marketing idea that sells! Selling the experience rather than the product can be so powerful! Social media has penetrated this concept of ‘experience’ at levels that are incomprehensive unless of course, we are a part of this social technological revolution…, which we are! Facebook or Ebay can be technically defined as a social experience online, but the experience I am referring too is momentous and special. Have you heard of interactive fashion shows or an interactive space jump? Well, let me introduce you to the social media experience using examples of these particular events and I personally am passionate about.

            Because of the declining economy, companies struggled to find strategic ways to save on expenses. Cost-saving strategies were planned in attempts to publicize the brand without degrading its reputation. High fashion brands were victims of the economy as well and like all other companies, they turned to social media. In the spring of 2011, Gucci launched its first ever interactive fashion show technology of its Milan show. Gucci spent 18 months renovating its online presence by redesigning its digital flagship store at Gucci.com. What makes Gucci Connect different from watching other fashion livestreams? Well, Gucci Connect users were invited as virtual guests and given a virtual seat assignment. Apparently, they were given the “same guest benefits as Milan event guestsattending the live runway presentation.”

             No need to fly to the destination of the show? No shoving other editors to get to your seat? No need to give the stick-eye to someone who is in your seat? No one to give you the ‘I dressed better than you’ look? This might just be the most ideal way for fashion editors, elite customers, fashion bloggers and regular customers to really experience fashion shows without hassles. For the first time, the masses were able to attend an event previously reserved for the elite. Gucci also integrated multiple digital platforms for further online socialization. Online guests were able to interactive with each other during the show through Webcam, Facebook, Twitter and a live chat on the site. There was event a Facebook challenge that if you downloaded a special app and created the largest group, you won “VIP” seating and your webcam was projected at the show. Gucci, along with other brands like Louis Vitton and Ralph Lauren are raising the bar for customer involvement whereby this is no longer just an industry insider experience.

            Shifting from fashion to energy drinks, Red Bull is launching a mission to the edge of space and they want everyone to be a part of this experience. The countdown is on! On October 8^th 2012, the Red Bull Stratos is sponsoring FelixBaumgartner’s record-setting freefall from the stratosphere. On redbullstratos.com, they are constantly updating its news, features, blogs etc. to really draw us audience members to join in on October 8^th. Using social media marketing, Red Bull is generating publicity for the live streaming of their biggest project yet. The experience itself is thrilling, adventurous and down-right dangerous and social media is going to capture all of it. I am definitely going to be a part of this experience, are you? 'Join' them on their biggest mission ever via Facebook! 

Social media marketing, if executed well, can be successful in reaching out to customers through an interactive experience. With social media, customers are able to view the event through an entirely different lens. Fashion fanatics, like myself, can experience fashion shows from all angles, as well as backstage. Red Bull is indirectly selling its energy drinks by getting us to participate in their mission to the edge of space. Taking advantage of ways the would otherwise be impossible, these companies demonstrate how their sell their brands by selling their interactive experience online.