Fastrack does it yet again with a cool campaign for its latest sunglasses. The most popular youth fashion brand with its range of trendy bags, watches and sunglasses, has just launched colourful sunglasses for girls this festive season. Propositioned around #WhatsYourFlavour, the colourful sunglasses have been introduced in a unique and trendy way both in the ad film and on social networks. The TVC, conceptualized by Lowe Lintas has taken a minimalistic approach to design with a major focus on the changing sunglasses on various girls.
The launch has been extended on to an engaging social media campaign too. Fastrack is inviting girls to click their selfies with the new sunglasses reflecting their flavour and upload on the mobile photo-sharing network, Instagram for a chance to win the pair. All one has to do is find a pair of the new sunglasses that she likes, click a picture of herself and upload it on Instagram posting it @Fastrackworld along with the tags #selfied and #WhatsYourFlavour.
The 7.9 million strong Facebook community as well as the 50K strong Twitter follower base have been encouraged to get ‘selfied’.
— Fastrack (@Fastrack) October 29, 2013
Selfie, a popular term for a self-clicked photograph of oneself, is an increasingly popular thing with youngsters today. The word has also been officially included in the Oxford dictionaries this August, which makes it even more interesting to be used in a campaign. Fastrack, with this selfie campaign on Instagram, not only manages to promote its latest sunglasses to the young, but does this in an appealing and youthful manner that speaks the language of the youth.
Recently, it launched a finger break dancing ad film to promote its new range of watches, that were featured on the wrists of these dancing fingers. Yesterday the brand celebrated the milestone of having crossed 50K followers on Twitter by giving away merchandise worth Rs. 50K for the wackiest tweets made with #Fastrack50k. Surely, this is one youth brand that gets social in every communication piece.