French Connection Canada launched a Canadian music program to support and raise awareness of Canadian Indie music. Social Interactive created a 360 digital campaign that combined a microsite, social media and influencers, digital marketing and an experiential “finale” component. The campaign began as a photography contest that revolved around three musical bands: Freedom or Death, Young Empires and Dinosaur Bones. Three photographers (with a creative team and the top fashion social media influencers) were selected to produce a creative shoot involving the bands.
As part of the campaign, we launched a microsite as a landing page for the program. Once the photoshoot was complete, each team posted their best three shots, and pushed those images to their respective social media platforms to garner votes.
To choose the top photographer, each photo was posted through @tchadquarterly with hashtags for each of the bands: #FreedomorDeath, #YoungEmpires and #DinosaurBones. To have a better chance a winning the $500 shopping spree, contestants would have to visit and like the Facebook page for French Connection Canada.
The final photographer and contest winner were celebrated at the French Connection store on Queen St W., where each band performed live. Both winners were awarded their prizes while enjoying a shopping night exclusive to those who enter the contest.