Sjælland VS LBP
I went to the Soulland fashionshow - and subsequent party - at Carlsberg the other night. I’m pretty amazed ‘bout this/these guy(s). The clothes seem nice, but what really amazes me is their ability to get the most of their extremely tight marketing budget, and in essence, their creativity and understanding of what it takes to communicate with their audience.
For the new fashion collection they have collaborated with playstation and designed their own level in the PS3 user-generated content video game “Little Big Planet” - a game combining platform adventure with social community enabling consumers to play, create and share their gaming.
Through the level they introduce the concept of the new fashion collection.
Apart from the LBP level, soulland also puts out a movie produced for the web as well as a song.
In my eyes this is a great example of authentic communications - or branded content if you like. In a time where the media landscape is increasingly turned upside down and blablabla… I think this kind of communication is the way to go.
The way they’ve approached their marketing communications fits well to the concept of transmedia planning, which I’m a big fan of - unfolding different messages through different platforms all tied together by an overall idea.
