Corona Taps Gilt For A Fashion-Themed Social Campaign

What Happened
Corona launched a summer-fashion-themed social campaign with some help from fashion e-retailer Gilt Groupe. The companies worked with fashion bloggers and influencers to create “Light Look” outfits inspired by Corona products and push out the content through its website and the influencers’ Instagram accounts. Consumers can also submit their own Corona-inspired summer looks for a chance to win a $200 shopping credit provided by Gilt.

What Brands Need To Do
This campaign provides a new example of how a brand can leverage fashion, a buzzy topic on Instagram with a vibrant community of users, to explore a fun, seasonal angle to engage with fans and elevate its brand. Previously, Budweiser had partnered with fashion brands Been Trill and Supreme for two limited editions of branded apparel, and auto brands Ford and Cadillac recently inked partnerships with fashion brands and institutions to add a stylish sheen to their cars. For brands seeking to reach a wider audience on social channels, a fashion partnership may be something worth looking into.

 


Source: Glossy

 

Why HP’s New Smartwatch Is Good-looking But Problematic

HP has offered a sneak peek of its new smartwatch, and it actually looks pretty good. Following the current trend of marrying tech with fashion, this new gear, set for release later this fall, is born out of a collaborative effort of HP, fashion designer Michael Bastian, and digital retailer Gilt.

Looking past its well-designed good looks and charm, however, the fact that HP is self-developing a third-party companion app compatible with both iOS and Android to control the smartwatch seems potentially problematic. Primarily positioned as a wearable extension for easier access to notifications, a smartwatch may function best when it is seamlessly incorporated as a native part of the operating system. After all, trying to please everyone usually just ends up alienating everyone.