Brilliant marketing by Ralph Lauren. This is a fashion show online with commentary and the ability to purchase items as they walk towards you. There is a big trend across all industries of cutting out the middle men or the ‘arbiters’ and going straight to the consumer. Online shopping first made its mark because of the convenience factor but now retailers are realizing that creating an embedded experience for online shopping is important.
Everyone is jumping on board. Partnering up with offline business spreads the brand, creates additional revenue streams and adds another level to viewer interaction. With ad revenue falling for TV, companies must find as many different avenues to make money instead of relying on one.
No longer can you rely on engaging viewers in one way using one medium.
Bravo recognizes what NBC’s hit show BIGGEST LOSER has capitalized on – take your viewers offline to build your brand and line your pockets. Make your content a lifestyle.
And using an infrastructure that already exists (Foursquare) – doubly smart – no need to re-invent the wheel.
Get your very own piece of Americana….
WHY ITS IMPORTANT – Crowd sourcing will start to bring together trememdous resources in a vareity of fields/plans/movements. We are still learning how to use these brand new tools of social media.