L2, authors of the Digital IQ Index®, count down 2011's most innovative programs from prestige brands across all digital media—site, social media, mobile, and digital advertising.
#3: Oscar de La Renta
In September 2011, Oscar de la Renta took to Tumblr and crowd sourced photo content from its Spring 2012 show. Fashion show attendees and home viewers were encouraged to take photos of their experiences on the Instagram’s iPhone application and upload them to Tumblr by tagging them with the hashtag #odlrlive.
The result: A mosaic of photos each providing unique views of the show’s every moment.
Tumblr visitors witnessed an introduction between Oscar and singer, Nicky Minaj, they could watch home viewers enjoy the show with a bottle of Veuve Clicquot and, could even preview a cocktail ring, available for purchase a month later exclusively on the brand’s Facebook page.
The program generated 2,600 unique tweets, more than 1,000 photo uploads and hundreds of earned media impressions. Most exciting, unlike other livestream programs such as Gucci Connect and Burberry’s 3D extravaganza that cost millions, “ODLR Live” had zero development cost.