An interesting initiative from Swatch earlier this year at a New York fashion week party. A model was covered in 107 Swatch watches that people could own by simply tweeting about the dress using the #swatchgirl hashtag.
Although the dress took 2 hours to put together, the 107 watches were all gone within 1,5 hours at the event, as a result of tweeting.
Swatch estimated that 400 000 people were exposed to the Swatch stunt through Twitter.
I love this sort of creative thinking that combines the latest culture, technology and media consumption in order to promote brands in a fun, interactive shareable way. Offline should work hand in hand with online for best results.
Nice one, Swatch.