The Rise Of Live Branded Content At New York Fashion Week

/ Feb 12, 2016

BrandedTVLogo_VideoInk_300x250

This week is New York Fashion Week, and the legitimacy of the event is being called into question more than ever as consumers don’t want to wait six months for the clothes to be available in stores. Social media allows instant distribution of new looks, which editors and print outlets previously sat on for months, so Fashion Week has now become a live-digital event.

Similar changes are discernible in the live event marketing arena as a whole. Digital video distribution, powerful smart phones with built-in cameras, live broadcasting, the rise of blogger and amateur-created content, along with social sharing, often elevate a branded event from the local to the global stage; from a live moment into the long tail of digital. In response, brands are creating branded events designed to live both in a specific place and time, but also to reverberate through the echo chambers of digital. Branded events have become branded content. PR agencies have become producers.

Nobody gets that better than Kanye West who, at Fashion Week, performed, dropped his new “Wave” album and usual provocative tweets, all on the same day as his fashion show, which was a PT Barnum-style extravaganza. Last season Cadillac partnered with Public School to airlift a new XT5 onto the runway. In each case, live events are sliced up and served in different audiovisual formats for different platforms – two-to-three-minute videos on YouTube, six-second Vines, stills, slow-mo or boomerang on Instagram, programmed “stories” on SnapChat.

Outside the world of fashion, brands are not only extending live events into long-tail digital, but translating that attention into sales (or donations). Brands are doing thismnot only at their own events, but capitalizing on the events of others. Here are a few examples from recent memory:

The Marathon Walker: Water For Africa used the Paris Marathon to showcase the plight of water carrying mothers in Africa. After generating international press, the charity converted that attention by driving viewers to a donation site, where they could watch a video of the same lady walking to her local well in Africa.

Whatever, USA: Bud Light created a new town for the sole purpose of having a big party in it. Over the course of a weekend, live events and celebrity performances went down on Catalina Island and were pushed out on the brand’s social channels with some content even making their Super Bowl spot.

Nazis Against Nazis: Germany’s Center of Democratic Culture turned an annual neo-Nazi march into a multimedia campaign and donation drive for an anti-Nazi educational program.

Dallas Gas Station:  To promote their remake of “Dallas,” TNT opened an actual gas station in New York at cut-rate prices, leading to blocks-long congestion. Characters from the series appeared in videos promoting the station, adding a fictional dimension to the gas station and breaking the fourth wall.

Dismaland: Last but not least, Banksy’s brilliant parody of Disneyland was not only open to visitors, but played out in a hilarious faux ad campaign. His latest painting also contains a barcode to a YouTube video about treatment of refugees.

Like these events, the way Fashion Week plays out in digital is becoming more important than how it plays out in real life under the tent. This will change the nature of Fashion Week from brand marketing to direct sales and will change the tone from insider-centric to interactive theatricality for digital audiences.

Indeed. live street theater is a cultural meme that is being pushed to the forefront of the digital experience. It’s at the center of Donald Trump’s campaign and the rise of the YouTube celebrity. Its in the way news is reported. The other day, you could watch a refugee being pulled from the Aegean from the head-cam of his rescuer. Just like in “Birdman,” the digital sideshow is becoming the main show.

The actual final asset, product, action or deliverable is the last stop on a long tail of viewer consumption and experience. Ben Stiller’s ongoing “Zoolander 2” campaign recalls the true pioneer of this digital street theater himself, Sacha Baron Cohen. The groundbreaking promotion for “Bruno” and “Borat” is the forefather of all of this. We are seeing the marketing industry follow suit and new media technology like Periscope, GoPro Live, live 360 and virtual reality all seem to be pointing towards a big future for this trend.

I know I am not the only one beginning to wonder if breaking news or historical events like finding water on Mars are actually all just clever brand marketing in disguise.

This post was penned by VideoInk publishing partner Branded.tv, a one-stop shop for branded entertainment. Branded.tv features and catalogs the best branded entertainment campaigns from around the world.

Tags: , ,


American Gods Amazon Starz

Amazon Captures ‘American Gods’ for Prime Video in ...

 
Digital Domain World Surf League Tahiti

Digital Domain Goes 360 with World Surf League in Tahiti

 
Streamy Awards

Epic Rap Battles and ‘Oscar’s Hotel’ Top...

 
Dose

Dose Hires BuzzFeed and Elite Daily Execs to Build Out Video and...

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
Wong Fu Productions Single by 30 YouTube Red New Form Digital

How Wong Fu Productions Upped Their Game with YouTube...

 
DigitalCabana_Ep4Still

Streaming Businesses Are A Dime A Dozen, Will They Work?

 
DigitalCabana_Ep4Still

Why is Facebook Catching Push-Back from Premium Publishers?

 
SekineRisa_VideoInk_300x250

International MCN’s Are Still Standing —...

 
JW Player

JW Player’s New “JW Showcase” Further Enables...

 
YuYu_VideoInk_300x250

Digital Media Rights Announces Another Streaming Service — YuYu

 
netflix mobile

Majority of Netflix Subscribers to be Outside of U.S. by 2018

 
ComcastWatchable_Exclusives_VideoInk_300x250

Comcast’s Watchable Grabs Exclusive Titles from Cut, Buzzfeed

 
Rupert Grint Wild Target

Rupert Grint to Star in Crackle’s Series Adaptation of...

 
Vaughan Emsley Tongal

Why Vaughan Emsley Left an Old School Ad Giant for...

 
NextVR and FOX Sports to Broadcast Bundesliga Opening Match Live

NextVR Live Streaming Bundesliga German Soccer League Kick-off...

 
Netflix acquires three new indie flicks

Netflix Returning to Canada with ‘Anne of the Green...

 
AOL Alpha VR Virtual Reality

Does the Future of Virtual Reality Sit at Home and Wear a Headset?

 
Udi Jacobi_VideoInk_300x250

Ad Blocking: How Big is the Problem and What Can Publishers Do...

 
Damon Dash Dame Dash Studios Dame Dash TV

Hip Hop Entrepreneur Damon Dash Launches Dame Dash TV OTT Channel

 
Jake Paul

Vine Star Jake Paul to Headline DigiTour’s ‘Team 10...

 
Dr. Havoc's Diary Fullscreen

EXCLUSIVE CLIP: Fullscreen’s “Dr. Havoc’s...

 
Between_Jennette_McCurdy Netflix

Jennette McCurdy Pacts with Canvas Media Studios for Series...

 
John Zhang Indigenous Media

Indigenous Media Hires DanceOn’s John Zhang as EVP of Marketing

 
Jamie Curry WME

WME Signs Kiwi YouTube star Jamie Curry of Jamie’s World

 
Elizabeth Grier Nash and Hayes Awestruck

Nash & Hayes Grier’s Mom Joins Awestruck Network

 
Billy Crudup Stanford Prison Experiment

Billy Crudup joins Naomi Watts in Cast of Netflix’s...

 
Zype

Zype Adds Live Streaming Capabilities for Clients

 
Talking Tom and Friends

‘Talking Tom and Friends’ feat. Colin Hanks Greenlit...

 
eOne Logo

eOne Completes Acquisition of Secret Location Digital Studio

 
Creative Galazy Season Two Amazon

Amazon Announces ‘Creative Galaxy’ Season 2 Premiere Date

 
DigitalCabana_Ep4Still

Digital Cabana: ESPN Goes Over the Top, Investment is Hot, and more!

 
Defy Media

Defy Media Partners with 3 Ball Entertainment on Content Initiative

 
Primr Machinima

Machinima Returns to Gaming Roots with Channel Revamp

 
Curse Twitch

Twitch Acquires Gaming Tech Company Curse

 
Jason Hargrove Izo DanceOn

DanceOn Parent Company Izo Hires Jason Hargrove to Head Original...

 
LifeboatProductions_Founders_VideoInk_300x250

5Q’s With…Lifeboat Productions’ Founders Amy...

 
Molly Sims Awestruck

Actress/Model Molly Sims Focuses on Family with YouTube Channel Revamp

 
Interscope Geffen A&M Keshet International

Interscope Geffen A&M Teams with Keshet International on...

 
Alias Grace Netflix

Netflix’s Keeps ‘Alias Grace’ Canadian with...

 
AmazonBox

Amazon Greenlights ‘Tom Clancy’s Jack Ryan,’...