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PacSun uses social media, aggregate site to celebrate arrival of summer
Author
Brielle Jaekel
In celebration of the first day of summer, apparel retailer PacSun took to 20 cities throughout the United States to highlight different regions and share the experience on its mobile responsive site, social media and Periscope.
The effort, which includes a gallery on social media and live streams through Periscope, marked the launch of the brand?s first annual Golden State of Mind campaign. The Golden State of Mind campaign encapsulates PacSun?s Californian lifestyle image and encourages consumers to get inspired and explore, dedicating an entire day to the mindset.
"The Golden State of Mind campaign ensures PacSun is reaching its audience on the platforms that they are on most, social and mobile," said Amy Leavitt, marketing director at Briabe Mobile. "Incorporating the hashtag #GSOMDay across multiple social media sites and then aggregating those into a gallery, creates an opportunity for people to not only participate, but share out content across multiple channels.
"Recent survey data shows that mobile users spend 20 percent of their activity on those devices sharing content, so in the end, PacSun has created a powerful vehicle to turn consumers into brand ambassadors through this campaign," she said.
Golden State of Mind
The apparel retailer?s first annual GSOM Day on June 21 spanned over 20 American cities. The retailer partnered with many of its brands for various events throughout the country to celebrate the longest day of the year. The day started with the East Coast sunrise in New York and ended with the West Coast sunset in PacSun?s home state of California.
The celebration kicked off with a contest through mobile, in which users texted GSMODAY to an SMS number for a chance to be one of 50 to win a $100 gift card to PacSun.
PacSun kept its fans and consumers who were not in attendance updated and included through social media. The retailer consistently shared photos through various social platforms and encouraged consumer to get involved as well by sharing images of what they interpret as the Golden State of Mind with the hashtags #GSOMDay, #myGSOM and #pacsun.
For the last event of the day, PacSun partnered with apparel brand Lifted Research Group to host a party in a tree house, in which the retailer broadcasted live through streaming app Periscope.
Golden State of Mind Day featured events and lifestyles native to each respective city to showcase the Californian mindset throughout the country. PacSun took part in events such as a rooftop party in Chicago to view the Cub?s game, cheesesteaks in Philadelphia and a film screening in Hawaii.
Aggregation Web sites
Aggregate sites such as PacSun?s Golden State of Mind Web site are a simple method in which brands can celebrate their customers and fans, and greater connect to them.
Recently personal care brand and direct selling retailer Avon?s latest empowerment campaign also leveraged social media, celebrities and a mobile-optimized aggregation site to engage customers around the topic of empowering women (see more).
Macy?s also did something similar with its kick off of its American Icons summer campaign with a selfie push on social media as it sought to embody the easygoing, fun-loving lifestyle of the warmer months while cementing its all-American image (see more).
"I think PacSun has definitely created the opportunity for a connection with their audience by encouraging sharing through social media," Ms. Leavitt said. "By asking people to share their version of Golden State of Mind, they are really empowering the consumer to show their idea of the lifestyle associated with the brands they sell.
"The campaign is engaging to consumers, which will also make them want to share out their pictures with their friends, putting PacSun?s merchandise in front of many more eyes," she said.
Final take Brielle Jaekel is editorial assistant at Mobile Marketer
