NEW YORK: Bloomingdale's announced the launch of an extensive film-themed fall marketing campaign called "Lights, Camera, Fashion," including a partnership with Young Indie Films and other groups, in-store screenings, and an interactive Web effort.
“Bloomingdale's is known to find ways to engage customers, and especially during these times it's more important than ever to have events to drive customers into stores,” said Anne Keating, SVP of PR, special events, and corporate philanthropy at Bloomingdale's.
Bloomingdale's will officially kick off the fall fashion initiative August 27, in conjunction with a four-day “Fashionable Fundraiser in Black and White” event.
“Some top themes [for us] are music, film, and art,” she added. "The viral aspect of movies is amazing."
The company partnered with Young Indie Films which tasked five of its emerging filmmakers to shoot and produce four-minute films dubbed Bflix. The films, which take place in New York City over the course of 15 days, include subtle references to the brand and feature actors in Bloomingdale's apparel.
Bflix will debut in national in-store viewing lounges on September 11, in line with Vogue's “Fashion's Night Out” initiative. The company also partnered with various motion picture studios, including Turner Classic Films, Columbia Pictures, Fox Searchlight Pictures, and Universal Studios, among others, which will feature rotating clips from upcoming movies and classic films in the lounges beginning in late August, through October.
Bloomingdale's will promote the initiative through social media channels such as Facebook.com/Bloomingdales and a soon to launch Bloomingdale's Twitter account, as well as extensive media outreach including film and fashion blogs, explained Keating. A Bloomingdale's microsite will task consumers to vote for their favorite film. Nonprofit Film Independent will feature the winning film on its Web site for two weeks, and send the winning director to its annual Spirit Awards.
Young Indie Films also worked with Bloomingdale's to enter the shorts at about 30 film festivals this fall, and organize receptions at Tribeca Cinemas and the Hamptons Film Festival.
“After a few successes with our features, we needed to expose what we did in a bigger way,” said Rose Ganguzza, CEO and founder of the four-year-old organization. “This was our way of launching our brand officially with an amazing partner. What's most important for me is promoting my filmmakers.”
Ganguzza's in-house team will promote the shorts on its Web site and seed them on various sites like YouTube.
Additionally, Bloomingdale's worked with casting director Jennifer Venditti to launch a http://bloomingdales.com/screentest microsite where consumers can view a promotional casting video, featuring the store's Y.E.S. fall catalog models and aspiring actresses, and vote for their favorite. The video is also currently showing in store windows.