Brand features new spin on ‘tighty whitey’ during Fashion Week

“Clothes mean nothing until someone lives in them.” — Marc Jacobs

Plenty of models are walking the runway to feature new clothing lines from designers and fashion icons during New York’s Fashion Week. But Carolina Herrera, Versus Versace and Diane von Furstenberg aren’t the only ones getting attention — common household brands like Clorox are showing off as well.

Lauren Johnson of AdWeek writes about how the brand has set up a digitally-connected booth outside of the event to promote a new bleach product. “The brand is making its debut at the event this [past] weekend with a digital activation to promote a new line of bleach products called Smart Seek Bleach. Tomorrow, Clorox will launch a digital booth near Lincoln Center in New York — Fashion Week’s main hub. The booth will have TV screens that play branded videos and a space to shoot short videos.”

The brand is encouraging consumers to create mini fashion shows, with short videos being instantly uploaded to Facebook and sent through email. Participants with the best clips can snag prizes which include tickets to Fashion Week events and coupons.

Known for its “tighty whitey,” Clorox features the underwear with bright patterns through short videos to show that Smart Sleek Bleach is safe to use on colors while removing stains on white parts of clothes.

“Clorox has also created 10 Vine videos that loop together to create a virtual fashion show — dubbed Cloey De La Rox — around a line of patterned and colored briefs,” Johnson writes. “Screens inside the Fashion Week booth will play the videos.”

Here’s one of the videos:

AccuWeather and Pilot are other brands utilizing mobile platforms and social campaigns during the week-long fashion event. While I understand the desire to utilize mobile marketing campaigns I question if certain brands (such as Clorox) are the right fit at major events like Fashion Week. It seems a bit of a stretch for me to equate “tighty whiteys” with high fashion.

However, I could be wrong. Maybe companies like Clorox figure it’s worth a shot (even if their product doesn’t directly correlate with high fashion). Take for instance information from Marketing Pilgrim from earlier this year that shows an infographic from Millennial Media. It shows that 76 percent of those attending the four major fashion weeks (New York, Paris, London and Milan) were highly engaged with their mobile phone. Only 14 percent brought a tablet along and even fewer used a different type of mobile device.

fashion2014-infographicShould companies like Clorox throw in the white flag — or white briefs in this case — and surrender the idea of a successful mobile marketing campaign? Or should these companies try to keep up with the high-profile fashion event?

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