Foursquare continues to build momentum with fashion brands; retailers are intrigued and enthralled at the possibilities that location-based marketing offers.
Last week, The Dessy Group named FDLA the lead agency for Cynthia Rowley Bridesmaids Collection Launch.
The first ever “social fashion collaboration” ultilizes location based service Foursquare to build online buzz and awareness of the line’s launch, as well as drive launch event attendance through in-store incentives. The campaign involves a designer – Cynthia Rowley, a retailer – Lovely Bride, an upscale bridal boutique in Manhattan and a manufacturer – The Dessy Group.
The campaign has started and already exceeded the expectation of all three participants.
“The key to successfully harnessing the power of both social media and location-based marketing in such a short time frame is having the right team,” explained Macala Wright Lee, principal of Fashionably Digital who was approached by Dessy to develop and implement the campaign.
“With the partnership of Foursquare’s VP of Business Development Tristan Walker and digital marketing expert Crosby Noricks of PR Couture, we were able to quickly mobilize a strategy that would mark the first time a manufacturer, a designer and retailer banded together in this type of social collaboration,” she continued. “With all hands on deck, we reached 50% of goal within the first eight days.”
The campaign is currently in action, you can learn more on the current links. You can also see CBS Reporter wearing one the Cynthia Rowley pieces during the Sex and The City 2 premiere this past Monday.
Cynthia Rowley Launches Bridal Line With Foursquare – FashionablyMarketing.Me
The Dessy Group Turns To Foursquare To Launch Bridesmaids Line – DM News
Cynthia Rowley Launches Bridesmaids Collection With Foursquare – PR Couture
A Lovely Interview with Lanie List, Cynthia Rowley Bridal Launch – PR Couture
More details to come after the campaign has been completed.