H&M’s ‘Kiss for a Cause’ campaign is dedicated to raising funds and awareness for Fashion Against AIDS. Just one of several cause-related campaigns that the high street fashion retailer, this summer saw the campaign activate across several platforms based around the Coachella music festival.
For those at the festival, the initiative focused on the brand’s live, on-site kissing booth in its branded on-site igloo. A live and social sharing element was added which saw H&M encourage participants to take Instagram images of each other kissing and then physically post the images around the inside of the H&M igloo for everyone to see, creating a fun wall that looked like old-school Polaroids.
For those not at the festival, the brand ensured they too could participate by sending in their Instagram kissing shots.
For each photo uploaded H&M donated $1 to Fashion Against AIDS.
H&M also drove people to comment using the #kissforacause hashtag and then posting all comments on the campaign website.
To further showcase the Kiss For A Cause campaign onsite, H&M’s branded festival space took on a lounge and rest-space format which included a large disco ball, various board games, hand sanitizer station and faux FAA tattoos, plus a flatscreen showcasing the retailer’s whole Kiss for a Cause collection: a mix of Native American inspired prints on summer shorts and tops, neon colors mixed with angular black and white leggings, accessories, and message-graphic T-shirts.
The fashion and accessories collection for Kiss for a Cause goes on sale April 26, 2012, of which 25% of the proceeds go to Fashion Against AIDS. Being at Coachella marked a perfect launching pad.
Comment:
Coachella Music & Arts Festival is typically known for its low-key sponsorship. Typically festival-goers barely know any brands are even overtly activating – which is just how the festival promoters want it to be.
So the ones that do get the coveted sponsorship deal need to come up with creative ways of integration – just as H&M did with Kiss for a Cause.
Not only did it attract festival goers seeking shelter from the desert sun, but it was a creative hub, or rather, white brick-like igloo oasis for a cause.
It is a good example of how to blend live events and technology to drive both off and online awareness and conversation.
Links:
Campaign Digital Hub
http://hmcoachella.com/2012/contests/instagram
Kiss For A Cause Tumblr
http://www.tumblr.com/tagged/kissforacause
H&M Website
Coachella Website
Instagram Website
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