ASOS launches experiential Spring/Summer collection + campaign via PLAY Communication

Brand experience agency PLAY Communication launched ASOS’ latest Spring/Summer collection this week through an experiential campaign.

The campaign launched with a digital component via the ASOS Facebook page, where consumers could register to shop the collection 3 days before the official launch dropped. The Facebook application acted as a ‘virtual queue’ playing on the physical queues that are synonymous with fashion launches.

To progress their place in the queue, users had to gain points, which were awarded by sharing the application. Additional points were gained when the users’ Facebook friends accepted their invitation and joined the queue. At the end of the 5 day campaign, the 50 users with the most points were deemed at the front of the queue, and received $100 off their order.

The launch of the collection was then amplified with three physical events – the menswear collection launch at Fredas, the womenswear launch at The Sydney Opera House, and the unisex, beach themed launch at Beach Haus.

At the events, consumers were treated to gift bags, free drinks and entertainment. Through RFID tagging, attendees were able to automatically check into Facebook on arrival by swiping a mobile device with their wristbands.

ASOS models were also roaming the event, wearing the latest collection and taking photos of attendees. By swiping the models’ mobile devices, attendees could automatically share their photos and the outfits onto their Facebook newsfeeds.

As well as this, attendees were able to get the music playlist e-mailed to them by swiping the DJ’s mobile device. The playlist was then e-mailed through Spotify, along with a complimentary premium subscription.

For those unable to attend the event, ASOS ‘Scan and Shop’ crates were placed throughout Universities, commuter hubs and malls throughout Sydney and Melbourne, allowing consumers to scan and shop the latest collection.