Ted baker unveils shoppable film with Baker family 'sitcom'
UK fashion retailer Ted Baker has continued its tradition of creating unique and quirky ad campaigns with a new shoppable film called Keeping Up With The Bakers, based on a sitcom format and an obvious play on Keeping Up With The Kardashians.
The film follows up its first shoppable video, which debuted last year as a pastiche of Mission Impossible, renamed by Ted baker as Mission Impeccable. But the new season takes tech functionality and interactivity much further.
The new cinematic sitcom for SS17 focuses on a fictional family in a picture perfect (almost Stepford Wives-like) suburb with the seemingly-perfect family hiding plenty of secrets. It is airing on the brand’s own website as well as on the Asos website in the UK and on Nordstrom’s site in the US.
But its presence on social media and in stores is also key. In a move on from the approach taken for Mission Impeccable, Instagram Stories becomes the “gossip channel” for the campaign. That means daily episodes running for eight days and revealing more about the various Baker family members.
Shoppers can click though a selection of different TV channels in Instagram Stories to find more content and Ted Baker said it is the first brand to use the Instagram feature in this way.
The company has around half a million Instagram followers but the campaign is also being seen on the brand’s other social media channels, including YouTube and Facebook, with content unique to each.
Virtual reality is a big part of the new campaign too with the brand using 20,000 Google Cardboard VR headsets to bring a 360° film to life in its stores. This is being backed up by interactive window displays in some key locations so passers-by can create a picture of themselves that they can insert into the film and create a shareable gif. However, the VR version of the film will not be shoppable.
It was all created using a number of specialists in the tech and marketing field with Ted Baker working through digital agency Poke and using photographers Crown & Owls. The shoppable film was shaped by Happy Finish and Wirewax and the interactive window by the Interactive Arts Division of Nexus Studios.
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