rehabstudio have created a new holiday tool called Chris Mix for Asos to ensure that this year’s Christmas is stylishly musical.
The Facebook app allows users to create their own jingles and greetings using Ellie Goulding and Charlotte Free’s voices and a selection of beats, melodies and sounds.
Rehabstudio created the ASOS Facebook hub as the heart of an effort called BestNightEver filled with fun apps, videos, links and promos. The project features fashionista musicians: Charlotte Free, Ellie Goulding, and Azealia Banks.
The hub has been created both as an engagement tool for their very involved fans, and to support their expansion into other markets, such as the US.
In the days leading up, customers have been teased Pinterest puzzle of pieces to rearrange and unveil a picture of the collective talent. The overarching theme of #BestNightEver will be brought to life through digitally-focused, mobile-driven initiatives, including a global party feed on Facebook that will highlight the locations of customers’ party pictures via Instagram picture submissions.
Charlotte Free TV presents a shoppable video of newly launched product. In a group of separate shots, viewers are encouraged to replicate Charlotte’s signature poses and post them to the ASOS Instagram page – tagged with #BestPoseEver – for entry into a Facebook gallery. Customers will also have the opportunity to guess Charlotte’s stocking-fillers for a chance to win the product. All activity coincides with the December issue of ASOS magazine, with Charlotte holding the cover star position.
Ellie Goulding also features in the December issue – available digitally to ASOS’ global audience – as the Music Muse, while an exclusively recorded video, filmed to a performance of Only You, will be showcased on ASOS and its social media platforms from 5th November, as will Ellie’s party playlist.
From 12th November, January 2013’s cover star of ASOS magazine, Azealia Banks, exclusively launched Fierce – a previously unreleased single [from next year’s Broke With Expensive Taste debut album] – on ASOS, wearing her picks from the Christmas collection for the video. Her Pinterest party diary will keep customers updated with the rapper’s venue-hopping and outfit-swapping throughout the festive period, and her specially created playlist will also be available in the ASOS Christmas hub.
Marketing director, Terri Westlake, says: “Global customer engagement is a major focus for ASOS, so that’s what we are aiming for. To support our peak trading period, we specifically built this campaign – with fashion-related, shareable, digital content – around three women who each have a unique sense of style and appeal as individuals to our customers for different reasons, driving interaction across a broad base internationally.”
Specially created treatments and icons from Azealia, Ellie and Charlotte will be available to use for personalising Facebook cover images, in addition to video interviews of styling and beauty tips from all three. Individual videos from each will feature in the virtual Fashion Bingo game, which customers can play to win promotional codes. Each campaign element has been staggered across the two months.