How Allen Solly used Twitter to launch new collection and engage with consumers

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Allen Solly used a Twitter- powered billboard to attract and engage with users to launch a new clothing collection. The billboard houses 52 shirts, each arranged with a solenoid and the new collection graphic behind it. With every tweet, a random solenoid would inch forward, helping to randomly punch the shirts from the billboard, revealing the new collection whilst rewarding the tweeter who knocked it off the wall with a sample. There were 10 hashtags, and the first five people to tweet with the right hashtag won a shirt from Allen Solly's latest collection.

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Brand: Allen Solly| Sector: ecommerce | Objective: build brand engagement | Format: Twitter powered Billboard | Agency: Ogilvy India

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