The Adidas Y-3 SS13 Show Was an Interactive Live Stream Event
Tia Clarke — March 9, 2013 — Tech
The Adidas SS13 collection was unveiled in a multimedia extravaganza to web users all over the world. For the special show, Adidas recruited the ACNE agency to incorporate a cutting edge live streaming interactive experience for fans of the iconic street wear brand. The collection was shown for the first time at New York Fashion Week, which also coincided with the labels 10th anniversary working relationship with Yohji Yamamoto.
Against a backdrop of futuristic 3D projected lights by Dev Harlan, every detail of the show was streamed to online fans. The show was streamed from four different angles from the runway, one camera for accessories, one for shoes etc. People streaming the show could view what was happening in four different windows simultaneously, giving them a truly immersive experience. Web viewers could also zoom in on an image and pin it directly to Pinterest. This is a hugely inventive and shrewd marketing tool for a huge company like Adidas to use.
Against a backdrop of futuristic 3D projected lights by Dev Harlan, every detail of the show was streamed to online fans. The show was streamed from four different angles from the runway, one camera for accessories, one for shoes etc. People streaming the show could view what was happening in four different windows simultaneously, giving them a truly immersive experience. Web viewers could also zoom in on an image and pin it directly to Pinterest. This is a hugely inventive and shrewd marketing tool for a huge company like Adidas to use.
Trend Themes
1. Immersive Web Streamed Catwalks - Disruptive innovation opportunity: Fashion brands can leverage immersive live streaming experiences to engage global audiences and enhance brand awareness.
2. Cutting Edge Live Streaming - Disruptive innovation opportunity: Interactive live streaming technology can revolutionize the way fashion shows are broadcasted, offering new ways for brands to connect with their target audience.
3. Multimedia Experiences - Disruptive innovation opportunity: Integrating multimedia elements, such as 3D projected lights and interactive features, can create unforgettable experiences for online viewers and strengthen brand identity.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Fashion brands can embrace immersive technologies to transform the traditional runway experience, reaching a wider audience and fostering customer engagement.
2. Marketing Technology - Disruptive innovation opportunity: Developing advanced marketing tools, like interactive live streaming and customized image sharing, can enhance brand visibility and engagement in the digital era.
3. Event Production - Disruptive innovation opportunity: Incorporating cutting-edge technology, multimedia elements, and live streaming capabilities can revolutionize event production, offering new levels of audience engagement and interaction.
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