Blenders Pride Fashion Tour Blends Online With Offline

A look at the digital and social media promotions for the Blenders Pride Fashion Tour 2014, that has a website and a film at its centre and social platforms like Facebook, Twitter and Instagram

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Style might mean different things to each of us but it is our style that leaves the first impression. The Blenders Pride Fashion Tour is on in the country, and this time around, it’s changed in a way that’s bigger and better. The tour is all set to takes style beyond the ramp to bring an extraordinary affair where every experience is heightened.

The Blenders Pride Fashion Tour this year wants to build an experience that showcases music, design, technology and every other aspect of life in the most stylish way. For this the tour has blended the offline with the online to create a ‘Stylish, Extraordinary and a heightened experience’ for the visitors, in association with independent creative agency, River India.

On the digital front is a website powered by Facebook, Twitter and email logins, and a film that reflects what Blenders Pride Fashion Tour is all about. The website showcases some of the finest designers, musicians, speakers who not only share their point of view on style, but also invite people to share their style statements. Users get to win front-row invites to the Blenders Pride Fashion Tour!

The one-and-half-minute film urges viewers to taste life in style and showcases the various aspects of style that is above the ordinary. Uploaded on November 9, the video has garnered over two lakh views in two weeks.

I logged in at the site using my Twitter ID and was rewarded with 2 points. I earned another 2 points for sharing my Instagram handle too, though I’m not sure what these points do for me. Browsing through the gallery of style blenders this year, I had a tough choice between designer Neeta Lulla, speakers Boman Irani and Wasim Akram. Once you select the musician, designer or speaker of your choice, you can check out their individual style statement and then enter yours along with a photograph too.

The website is integrated with the brand’s social platforms like Facebook, Twitter and Instagram which are promoting content relevant to the platform. One can keep up with live updates of the fashion tour by tracking #BPFT2014 on Twitter, Facebook and Instagram.

While the brand’s Facebook page is sharing style statements of the style blenders in interesting visuals, the Twitter page is engaging users by sharing photos from the backstage and more. Here’s a collage of some of the visuals being shared on Facebook.

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All of this is ably supported with a media plan which encompasses various categories of lifestyle. The on-ground event is integrated with digital through augmented reality and live social feeds that is bringing real and virtual together.

Blending online and offline

The Blenders Pride Fashion Tour offers ample scope for building on a visually stylish experience with its viewers both offline and online. Bringing in backstage photos from a live event and giving away front row invites to winners, along with augmented reality digital integration is a good way to engage fans. However, a lot more could be integrated around the theme for #BPFT2014 – Fashion. Technology. Music and design.

The recently concluded Wills India Fashion Week did a few more exciting additions for its event. It debuted the #willsfashiondrone – drones fitted with GoPro cameras that floated over the crowd while capturing the best moments of the fashion week. It also set up a 360 degree selfie booth at the events and used its Instagram page quite effectively too.