April 15, 2009
Cache Showcases Prom Season in Web 2.0 Style
Facebook App, Blog Reach Teens in Entertaining Ways
Alexander Interactive has brought Web 2.0 functionality to women’s retailer Caché for its 2009 prom season, with a blog and the Prombook Facebook app reaching out to potential customers online.
The social networking initiative is a multifaceted initiative that includes unique targeted content. Caché’s Dream Prom Blog is written by five high school girls in the retailer’s target demographic. They are dispensing advice on shopping, dating, and planning, speaking in their own voices. Caché has given its bloggers full editorial freedom: every post is written independently by the five authors.
The Dream Prom Blog lives on cache.com and is cross-published to Facebook, reaching teenagers in a popular destination. The Facebook page encourages use with a prom-season giveaway; cache.com is awarding $500 to one of the fans of the Facebook page.
Prombook is the first prom application on Facebook. It’s simple: users install the app, then “invite” their prom dates to confirm that they’re going together to the prom. (Users are encouraged to ask in person first.) Once a connection has been made, users can add announcements to their profile pages or post notes to each other that announce their plans.
“The Caché Prom 2009 plan is an innovative approach to fashion marketing,” said Alex Schmelkin, president of Alexander Interactive. “We are experimenting with several different outreach methods and talking directly to teens. Instead of advertising at them, we’re allowing them to communicate with their peers and interact with one another, all in areas attached to the Caché brand.”
Visit the Caché Prom Blog and Prombook on Facebook to explore this fun project.
