Melbourne fashion week app launches with tailored offers
IBM and the City of Melbourne have launched an official app for Melbourne Spring Fashion Week (MSFW). Kicking off on August 26 2016, the event positions Melbourne as Australia’s fashion capital with emerging and established designers, retailers and brands showcasing their new season styles. The MSFW app was designed by the City of Melbourne and IBM iX (Interactive Experience) to help thousands of event-goers make the most of their week.
“Melbourne has a global reputation as an innovative fashion and retail destination. We strive to provide compelling and unique experiences for our event attendees, while at the same time driving economic value back to Melbourne’s retailers,” said Councillor Beverley Pinder-Mortimer, Marketing Melbourne chair for the City of Melbourne. “The MSFW app is a new way to reach audiences with exclusive, premium content that further cements Melbourne as the fashion capital of Australia.”
The official app uses Beacon technology to send tailored news alerts, offers and exclusive competitions to visitors near one of the event locations: Melbourne Town Hall, the MSFW Hub and Emporium Melbourne. In addition, the feed from the City of Melbourne makes it easy to post updates on Instagram and Facebook.
MSFW plans to use the app as part of its overall campaign strategy to drive audience engagement. It will augment existing reach through paid, owned and earned channels on MSFW’s centralised marketing platform powered by IBM Marketing Cloud. The app will give MSFW more insight into users’ tastes, preferences and, importantly, their propensity to respond to offers through a particular channel. Ultimately this will help MSFW achieve more positive outcomes for the event and for the City of Melbourne.
“Fashion is at once immensely personal and communal,” said Kurt Solarte, executive director of IBM Studios Australia at IBM iX. “Digital technology should play a huge role in augmenting both aspects of that experience. Visitors will be able to track down hidden fashion gems, buy tickets to events close by, and access exclusive app-only competitions.”
This is the third year IBM has partnered with the City of Melbourne to leverage new technologies merging the digital and physical experience of Melbourne Spring Fashion Week, but the first year they have collaborated on an official app.