Isabel Marant for H&M #LookNBook

Recently, JCDecaux Sweden promoted Isabel Marant’s collection with H&M.  They developed a 2m2 panel with frosted glass, which encased samples from the new collection. The call-to-action was clear: to tweet #LookNBook, which promptly revealed the garment from the collection for several seconds. If the product was to their taste, they could reserve the item. As a result there were 1,658 tweets with the hashtag ‘LookNBook’, not only building buzz around OOH advertising and the collection but building H&M’s relationship with their consumers. The social dialogue that was created on Twitter as a result of this campaign demonstrates the success in the promotion of Isabel Marant’s collection. The collaboration between Twitter and OOH was key to the success of the campaign as it developed dialogue between the advertiser and the consumer.
Via: JCDecaux OneWorld