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09/02/2013 by

Adidas & Y-3: Interactive Live Stream At NYC Fashion Week

The Adidas mash-up with Y-3 impressed at the NYC Fashion Week 2012 with interactive live stream. How to make your event or trade show a social success?

Adidas & Y-3: Interactive Live Stream At NYC Fashion Week -

ACNE has created a cutting edge Interactive-Live-Stream-Experience for adidas Y-3. On the 9th of September, the Y-3 Spring/Summer 2013 collection was revealed at New York Fashion Week marking the 10th anniversary of Adidas’ unique partnership with Yohji Yamamoto.

Athletes, celebrities, and fashion mavens gathered at St John’s Center, transformed by Dev Harlan’s 3D projections.

To celebrate the event, ACNE expanded this short moment in time into an engaging Interactive Live Stream Experience.

By streaming the show with four different views onto the runway, the online audience could magnify one view without losing perspective of the show as a whole, and pin each look to Pinterest.

More backstage content was given through Twitter and Facebook.

See the video here:

My Opinion?
These live streams are being used in pro football where pay-per-view subscribers can pick their own cameras and angles.

No wonder that Adidas decided to introduce live streams at their fashion show to reach and engage a much larger audience.

If I look at the See, Like, Buy mechanism, Adidas was able to create See and Like.

I would have given two thumbs up if Adidas has closed the loop 360 and had included the Buy as well.

How commercially insane would it have been for viewers and fans, if they would have been able to click the products in the live stream or on Pinterest and to pre-order them during or after the show?

Still, I give Adidas one thumb up (a like) for its non-linear approach.

What About You?
How do you rate the Adidas approach during the NYC Fashion Week? More ideas to socialize an event or trade show?

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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.


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