The 'Little Marina' Stunt for Missoni x Target is Hard to Ignore
Courtney Scharf — June 11, 2012 — Marketing
References: mothernewyork & adverblog
In order to promote the Missoni x Target collaboration, the team hired Mother New York to make a splash during New York Fashion Week.
Not to be ignored, the group created a backstory to a giant puppet who would steal the show at many high-fashion gatherings. They named her 'Little Marina' and placed her all around town, decked out in Missoni. Despite her enormous size, Little Marina was extremely interactive with those around her. With iPhone in hand, she tweeted, responded to texts and even acted as a Wi-Fi hotspot for those in the area. Offering both a service and an attraction to those around her, she was a well-received lady.
Mixing high-tech with chic, this is an absolutely brilliant campaign fit for an epic collaboration.
Not to be ignored, the group created a backstory to a giant puppet who would steal the show at many high-fashion gatherings. They named her 'Little Marina' and placed her all around town, decked out in Missoni. Despite her enormous size, Little Marina was extremely interactive with those around her. With iPhone in hand, she tweeted, responded to texts and even acted as a Wi-Fi hotspot for those in the area. Offering both a service and an attraction to those around her, she was a well-received lady.
Mixing high-tech with chic, this is an absolutely brilliant campaign fit for an epic collaboration.
Trend Themes
1. Interactive Retail Marketing - The "Little Marina" campaign by Missoni x Target shows great potential for enhancing customer experience through interactive marketing.
2. Experiential Advertising - With the use of an oversized puppet, the Missoni x Target group utilizes experiential advertising to capture customer engagement.
3. Innovative Fashion Promotion - Missoni x Target's successful use of large-scale puppetry and technology highlights the potential for creative and highly effective fashion promotions.
Industry Implications
1. Retail - Retailers can innovate their marketing strategies by incorporating interactive elements like those seen in Missoni x Target's "Little Marina" campaign.
2. Fashion - Fashion brands can leverage innovative and interactive marketing campaigns to enhance customer engagement, similar to that seen in the Missoni x Target campaign.
3. Advertising - Advertising agencies can utilize the principles of interactive retail marketing and experiential advertising to disrupt traditional advertising methods and capture audience attention.
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