What’s more remarkable: An anniversary sale or a 20-foot wall of balloons that inflates portraits of people’s faces? That’s the idea behind Old Navy’s 20th anniversary campaign that brought their fans’ online selfies to the real world in Times Square and Hollywood. When people tweeted #selfiebration with their photo and a birthday wish for themselves, Old Navy’s balloon machines would recreate the selfie in balloons — and three lucky fans won their birthday wish.
It’s a techie stunt you’re not used to seeing from Old Navy, but one that stays true to their reputation for putting the spotlight back on their fans. (Remember the giant, human coupon they put together after earning 5 million Facebook fans?) Instead of celebrating themselves, they found an opportunity to do something fun and surprise and delight their customers.
In her presentation at SocialMedia.org’s Member Meeting, Old Navy’s Angela Scibelli takes us behind the scenes of this project. She also shares:
- How they created something to share for every selfie they received
- Why they brought along Vine stars to get the party started in person
- Why Old Navy reached out to tech sites like TechCrunch and Engadget
Watch Angela’s full presentation below:
Old Navy: #Selfiebration, presented by Angela Scibelli from SocialMedia.org on Vimeo.
Check out her slide deck here.
