LAS VEGAS: Logitech has teamed up with crowd-funded clothing website Betabrand to bring its tech products to the runway at CES this week, with the aim of showing consumers that its devices are functional and fashionable.
The effort kicked off on Tuesday when the brand took over the Las Vegas Convention Center Monorail station with runway shows. The idea came from a brainstorm session with Praytell Strategy and Finn Partners, explained Logitech global communications director Krista Todd.
Finn Partners is Logitech’s PR agency partner in the US, and Praytell handles its social media.
"If technology is supposed to be so fashionable right now, then why shouldn’t it be an extension of you and your style?" said Todd.
Logitech and Betabrand are promoting styles that connect outfits with tech products. Models are on the ground at CES, and both brands are sharing photos using the hashtag #LogitechStyle to involve fans at home. Throughout the week, Logitech is giving out one custom look and product every hour of CES to fans who retweet the photos.
Todd said the brand is also engaging CES attendees by asking them to take their own photos with Logitech products and share them on social media.
On the first day of CES, #LogitechStyle ended the day as the second-most popular hashtag behind #CES2015, according to Todd. Logitech has also been one of the most talked about brands at the conference, according to data by Buzz Radar.
Logitech reached more than 7.8 million social media fans on the first day of the event, compared with 5 million people during the same time last year, Todd said.
Logitech’s campaign at CES in 2014 was successful enough that the brand brought the same concept to other conferences around the world throughout the rest of the year. Todd said she hopes the style initiative will thrive just as much.