How do you make the Fashion Rocks music and fashion extravaganza a never-before-seen worldwide virtual social event? Verizon had an idea!
During the show, the Verizon Backstage Lounge was set up for celebrity interviews, and it featured a video wall that displayed a unique fashion design that was generated by social media activities. The viewers were encouraged to tweet the Twitter handles of their favorite artists who were performing at the show and the special hashtag for the event #SocialImprint. These tweets were then aggregated in real-time and put through a specially developed data visualization algorithm to generate continuous rows of various patterns throughout the event. These patterns were then printed on actual fabric in real-time at First2Print, a custom textile printing studio in New York City, creating a one-of-a-kind fashion material for the featured fashion designer, Christian Siriano, to turn it into a dress.
This social media-powered interactive marketing event was spearheaded by McGarryBowen for Verizon, and Influxis provided the necessary technological solutions, including the real-time social media data aggregation, the data visualization algorithm development, the social media/printer interface integration and the online interactive implementation. Influxis also had an onsite team to manage and monitor the project during the event to ensure its success.
Thanks to McGarryBowen, Influxis and First2Print, Verizon showcased “digital fashion” like never before.