NBC’s Fashion Star premiered last week to pretty good Nielsen ratings and social ratings which went on to increase for this past Tuesday’s second episode. While from a content perspective, it’s not exactly what I tend to watch on TV, I’m really impressed with the elegance of the program’s architecture and social TV format for three main reasons:
- Strong social TV footprint: Fashion Star hits on what is becoming a standard footprint for these kinds of shows by integrating the Twitter backchannel into the broadcast programming, making episodes available on demand across multiple platforms, and having a beefy social media presence in Facebook, Twitter, and a partnership with GetGlue.
- Test & learn attitude: I absolutely love that Fashion Star is experimenting with “emerging” platforms like Pinterest which is an appropriate and, frankly, perfect place to be in both from a target and user-experience perspective.
- Content as advertising: Most interesting to me is the fact that the show has brilliantly integrated 3 major brands into the content of the show in a way that, in my opinion, sets the bar for sponsorships because it doesn’t feel like a sponsorship – it feels like (because it is) a natural part of the show. Many times brand integrations have an evident and blatant beginning and end – almost like a commercial within the show – but in this case, the brands are editorially woven throughout the show’s content as three retail buyers act, in effect, as the ultimate judges of the designers’ fashions.
Check out the show’s trailer to see how it all comes to life.
Moving beyond a sponsorship: In our book, Stacey and I challenge advertisers to move beyond traditional sponsorships and, instead, to create experiences with television. Here’s what is awesome about what the buyers from Macy’s, Saks, and H&M are doing on Fashion Star.
- Brand Proof Points: The brands are able to inherently convey their brand proof points without in-your-face advertising -- They’re showing, not telling.
- Emotional Investment & Loyalty: Viewers become more invested with how each buyer thinks and makes decisions around fashions for their brand and, in the process, what kinds of styles comprise each of the brands.
- Purchase Intent: Anticipation is created among viewers to get their hands on the fashions and by having them available online immediately following the show and in-stores the next day leverages that instant gratification and purchase intent.
The fact that many of the fashions featured have sold out of their respective stores is one compelling measure of success so far.
This post was originally published on Hill Holliday's blog.