Avante Garde Getting Social. Examples.

Nowadays I find it unusual if a brand isn’t social with it’s customer base. With the existence of Twitter, Facebook, YouTube, Pinterest, FourSquare and more, brands can should interact with their customers on a deeper level. During the recent holiday season you may have noticed high fashion getting their manicured toes wet in the social arena! I’d like to share some examples.

Neiman Marcus created a scavenger hunt using FourSquare  in which customers could find a Nancy Gonzalez clutch purse in 15 of its 41 stores. Customers were encouraged to visit Neiman Marcus, check-in on FourSquare and receive a message about whether a Nancy Gonzalez clutch was hidden in the store and receive clues to find it. What I fun way to engage the online audience and drive foot-traffic to the stores!

Moschino is attempting to break the language barrier and promote online engagement with its audience by encouraging them to share photos on it’s Facebook Page. Moschino created Pic Me, an app in which Moschino fans can upload photos, apply fun borders and write fun notes. This isn’t an effort to drive sales, increase foot traffic in its stores but more of a effort to promote togetherness amongst it’s global customer base.

Dolce and Gabbana launched a contest inviting its fans and their friends to submit video clips of themselves. The prize? Star in a Dolce and Gabbana branded music video! This is an innovative and modern way to get its fans excited for the brand.

Net-a-Porter’s game, “Find Karl,” is generating buzz for the upcoming launch of the Karl (Lagerfeld) collection. iPhone users play the game by tilting their phones to move a digital marble around in an effort to land the marble on five Karl Lagerfeld heads. Images throughout the game are sneak-peaks of Karl’s upcoming collection on Net-a-Porter. All gamers get a sneak-peak at the collection and the winner of the Find Karl game wins a $1,000 shopping spree to Net-a-Porter. The icing on the cake? Users can “Karlify” themselves by using the game app to snap a photo of themselves and slide a white Karl Lagerfeld wig over their head.

Have you seen other high fashion brands get innovative online? Would love to hear about it!