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Social
THE GREAT HASHTAG HIJACK
#OOTD is used 23 million
times a day on Instagram, and
Zappos is tapping into that
incredible number to reach new
customers, and game the
system. Directing users to adopt
the #NextOOTD to tag their
photos, Zappos will send users
personalized suggestions based
on their outfits. Customer
engagement, service, whatever
you want to call it, it’s brilliant.
- PSFK
SEPHORA’S SOCIAL
SHOPPING
e only thing better than
customer-created content is
making the content shoppable.
Now that Sephora’s Beauty
Board has launched, looks
created by clients can be shared
and the products used are
available for purchase directly
on the page. e idea comes in
part from Sephora’s response to
the #Sephoraselfie tag that was
already being used across
platforms. - FASHIONISTA
Google
KENNETH COLE CHALLENGES MEN
WITH GOOGLE GLASS
In a campaign for the brand’s new Mankind
fragrance, Kenneth Cole introduced
interactive ads to Google Glass. Using an app
designed for the campaign, the “Manup for
Mankind Challenge” promotes small gestures
to make the world a better place, while
backhandedly promoting the new product.
ough traditional in-app ads can’t be run on
Glass, convincing an audience to act without
the use of a link may provide a look at the
future of advertising in general. - PSFK
RELEVANCE WITH RAY-BANS
Google Glass has been improving, there’s no
doubt about that, and with Luxottica’s help the
technology could receive a major boost in
brand relevance. e uphill battle for Glass
seems to be that the idea is still “too new,” but
wayfarers are timeless, which could help
Google Glass find its place in the fashion
industry. - FASHIONISTA
NEW PLATFORMS FOR WEARABLES
Google is finally eyeing wearables, and it’s
not with Google Glass. Android Wear is the
company’s new wearable platform, with
anticipation of a Google smartwatch by the
end of the year. Voice control, alerts and
fitness are all expected to come with the
territory, and Google announced that it will
partner with brands like Fossil to create
wearables that we’ll actually use. - PSFK
the
recap
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