Drones and dresses and Instagram. Oh my! Nordstrom has always been an innovator in the digital space, but on July 16 they took it up a notch and created the ultimate social media inception to promote their Anniversary Sale. They installed a gigantic Instagram on the rooftop of their flagship store in downtown Seattle, and strapped an iPhone to a drone to snap shots and record video, but they didn’t stop there. They also streamed footage to live-streaming video platform Periscope for all their social media followers to see.
According to Nordstrom’s blog, The Thread, the massive Instagram includes an actual 25-foot-long hanger and about 400 yards of fabric. That’s a whole lot of dress! In true Nordstrom style, they’ll be donating everything to Goodwill after the #Nsale, whuch will turn the fabric into more than 1,000 shopping bags.
Although not everyone will get approval to purchase a drone or hundreds of yards of fabric for a publicity stunt, there are some valuable lessons to learn from this campaign.
Don’t Forget the Physical
Real social media magic happens when you merge the physical and digital worlds. Think Coca-Cola’s #ShareACoke campaign or Starbuck’s White Cup Contest. Nordstrom has been doing this for years but this week’s promotion might be their best yet. Apart from physically creating the massive Instagram, Nordstrom was also playing footage of the installation in store.
A video of the making of the giant ‘gram. Video from Nordstrom’s YouTube page.
Push the Limits
This concept likely started small and grew into the innovative idea you see today. Next time you have a killer idea, get your team together and brainstorm ways to take it to the next level. Future social media success stories will likely include new technology such as wearable devices and virtual reality, so think big!
Celebrate a Cause
Nordstrom has always been invested in their communities, especially their hometown of Seattle. Their company values state to “be a good neighbor” and they’re doing just that with their donation to Goodwill. Next time you’re working on a campaign, think about how you can make a difference as cause marketing can also enhance customer loyalty and increase brand awareness.
Do you think this promotion will be successful? Maybe it’s just because I’m a social media nerd, but I actually went to the store looking for “the dress” and I’d be willing to bet I wasn’t the only one.
This post originally appeared on Maren’s LinkedIn page.