White Space and Fashion Magazine Put Their Guests to Work
Posted: August 4, 2010 | Amanda Fildes
Promotion via social media is most effective when companies leave it in their customers’ hands. Fashion Magazine did just that when launching White Space, a contemporary designer section at the Bay in Toronto. The guests were treated to food, fashion, and music during this exclusive, invitation event. Throughout the venue there were laptops set up encouraging guests to tweet or post Facebook updates about the event.
Fashion Magazine and White Space really hit the mark by asking their guests to drive the social media “chatter”. Not only did they save the cost of an agency-driven social media campaign, but they also kept the content in the hands of the guests. Some might argue there is risk in replacing company sanctioned content with guest tweets, but I’d argue there is also significant opportunity to improve the viral reach.
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