Rebecca Minkoff is going up in this world. Quite literally that is. The brand’s first billboard is now up on West Broadway and Grand in SoHo featuring Agyness Deyn clutching Allie, her new spring color blocked bag from the Rebecca Minkoff Collection line. To celebrate, they launched a contest that asked fans to take a photo of themselves in front of the billboard using the hash tag #rmsoho. The first 10 people that shared their photo won a Mini Mac, just one of her popular silhouettes that keeps her on the map.
As a pioneer in social dialogue, this is just another example of what Rebecca Minkoff does best: engage with her target and use these conversations to gain consumer insight. Plus, using Instagram’s hashtag feature allows the brand to see how many people participated in the contest and all the fun and filtered photos from it. One can’t simply look at this as just a billboard, but a bigger piece of her overall campaign that uses a static, visual medium and a social platform together to create news.
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