Yesterday, my team and I were in New York City to work on NEO’s first-ever Twitter-powered fashion show, #NEOrunway. Following our NEO strategy to empower teens to live their style, this launch event for our new Fall/Winter 2014 collection was entirely created by teens around the world.
Through Twitter, teens were able to vote on every aspect of the fashion show, from lighting, music, hair and make-up to set design and even styling the fresh looks that were showcased on the runway, making this a unique event.
Over 110,000 votes came through our Twitter feed from every corner of the world, exposing NEO to over 242 million people. Voting began two weeks ago, and we also included exciting event day voting. For example, teens were able to decide which outfit should kick off the fashion show. They could even vote on whether or not the show should end with an autumn theme, or a more wintery scenery. Our NEOlovers chose to have snow falling on the catwalk while creating a winter wonderland. And on the event day, #NEOrunway was used over 94,000 times and generated so much engagement on social media that it trended on Twitter worldwide.
Runway show created by Selena Gomez and NEOlovers
As a special treat and to give the event more exposure, Selena Gomez played a ciritcal role in #NEOrunway. She kicked off the activation with a video that informed the Twittersphere of our event and throughout the two-week period she even promoted some votes herself. And, of course, she was on hand on the event day to meet some NEO bloggers and lucky contest winners as well as to host the show herself.
One additional element of the event allowed selected NEOlovers to personally participate in #NEOrunway as NEO Interns. These young fashion bloggers worked behind the scenes to help bring the show to life. They were recuited with industry experts and managed the glam, styling, photography, videography and social media reporting at the show. These lucky 9 winners came from countries around the world.
The 16 models who strutted the catwalk proudly wore key Fall/Winter 2014 NEO apparel and footwear. This collection was inspired by the city. What better place to bring this inspiration than NYC during New York Fashion Week.
Check out our imagery gallery to see details of the new collection and how NEOlovers set up the #NEOrunway show. We’ll also post a video on our YouTube channel later this week: