L'Oréal Paris opts for tech savvy activations at Cannes Film Festival 2014
At the recently held Cannes Film Festival 2014, L’Oréal Paris gave every fashion conscious fan an opportunity to be a part of brand ambassador Sonam Kapoor’s Cannes journey through an innovative digitally amplified activation all the way from the South of France.
The brainchild of digital marketing agency FoxyMoron, the campaign used interesting technology innovations to reach out to its consumers. Fans could view Sonam’s Cannes journey through a Google Glass at the venue and also experience a unique opportunity to have Sonam join a Google Hangout with one’s friends circle known as Hangout Surfing, both a first in the industry.
Through the pioneering use of the Google Glass, everyone viewed Sonam’s red carpet walk as closely as possible. Fans were in for a treat when they viewed exclusive behind the scenes moments captured through the Google Glass. Being a fashionista her red carpet appearances have been lauded in the past, and fans closely followed all the fashion statements made during the Festival. This year, the Google Glass gave each of them a chance to relive the Cannes moments across all the social media and digital platforms of L’Oréal Paris.
It is not uncommon for brands to invite select fans to participate in Google Hangouts with celebrity brand ambassadors. However, this time around, Sonam Kapoor was invited by fans to join their already existing Google Hangouts and interacted with fans and consumers straight from Cannes.
In addition, they also had first-hand access to the Bollywood beauty’s Cannes expedition from the time she began packing to her wardrobe trials, make-up sessions at Cannes, etc with a take-over of the brand’s official Twitter and Instagram accounts by her stylist and younger sister Rhea Kapoor. Over 18,000 Instagram followers were in for a surprising treat as Rhea shared their fun and beautiful Cannes moments, real-time.
Commenting on the activity, Manashi Guha, General Manager - L’Oréal Paris said, "Beauty is all about imagery, emotions and aspiration. Thanks to the digital medium we can let our consumers really dive into the world of the brand, and experience all its aspects. It has changed completely the nature of the contact between our customers and us. These initiatives help deepen L’Oréal Paris’s relationship with its customers by offering them new ways of interacting with our brand, its products and our brand ambassadors."
Harshil Karia, Co-founder, FoxyMoron, had this to say, “As a world renowned beauty brand, the commitment L’Oréal Paris has to technology and innovation gives rise to unique marketing strategies on the online and offline mediums. Through the innovative use of technology – wearable and the Google Hangouts, it has been our aim to ensure that every fan of Sonam Kapoor and L’Oréal Paris is an integral part of the Cannes Film Festival.”
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