MySpace users recruited to help fashion marketers
| Posted Jun 21st 2007 4:17PM by Jonathon Morgan
Filed under: Style in the media, Designers
I only recently made a MySpace profile, and I think I was the very last person on the planet to sign up. Everyone has one -- and it's practically required if you're young, hip and into fashion trends. That's why Alexander McQueen has launched a new marketing campaign with ads designed by young people the company hand-picked from MySpace.The design house found 35 kids (all under 21) based on the "flair and imagination they showed" on their MySpace profile. Then they invited all 35 to the McQ studio, where the kids were "given full access to the collection and asked to document their approach to creating an image video or instillation using the items they selected."
In the end, 8 ads were chosen, and are being used, unaltered, in the company's new campaign. Not only was this a fantastic idea for targeting the coveted 18-24 demographic, but the results are phenomenal -- I can't believe they were created almost entirely by teenagers.
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