Each season, the Myer Fashion Launch is usually the talk of the town, as Australia’s most influential fashion identities, celebrities, and VIPs come together to see the latest collections from leading Australian and international designer brands.
To celebrate the launch of its #MyerAutumn17 collection, Myer (@myer) chose to do something different — open its fashion show to the world in a new way. Rather than a traditional runway show, Myer hosted an exclusive, intimate black-tie dinner with fashion presentations.
Myer became the first brand in Australia — and the first department store globally — to use Periscope 360 to broadcast the fashion event to Twitter users in a fully immersive 360 degrees, giving audiences a virtual ‘seat at the table’ at the exclusive fashion event.
Myer partnered with Twitter, media agency Ikon Communications (@IKON_ANZ), and creative agency Clemenger BBDO Melbourne (@ClemsMelb) to use several of Twitter’s marketing solutions.
Before and during the event, Myer used Promoted Tweets to notify Twitter users who were searching fashion-related keywords of the show, as well as existing followers of @myer and Australian fashion brands.
When the show began, viewers got a front row seat at the event through Periscope 360, which was broadcast from Myer’s accounts on Twitter and Periscope.