In August 2010, InStyle magazine’s eponymous website launched a new online shopping experience the InStyle Boutique. The boutique is "a promotional online pop-up store featuring must-haves in fashion and beauty" and offers reward points and giveaways for members. The virtual boutiques also feature interviews with designers, runway shows and behind-the-scenes video as seen in the newly launched boutique for INC International Concept collection, designed by Project Runway winner Irina Shabaveya and sold exclusively at Macy’s. Overlay.TV teamed with InStyle and Macy’s to create an interactive shopping experience that is unique to the INC boutique. Using a custom player, InStyle Boutique members can shop the INC collection directly from the video and share the player with friends and family on Facebook and Twitter.
For the Mercedes-Benz Fashion Week in New York, Derek Lam "presented an exclusive dress collection for eBay Fashion. The 16 pieces, from crisp shirt dresses to feminine black-tie gowns, highlight Lam's intuitive feel for elegance combined with ease." We teamed with eBay to design a custom player to feature this exclusive collection where users can vote for their favourite dress and "the 5 dresses with the most votes will be available for a limited time on eBay." The custom player was also designed with the tech-savvy fashionista in mind and is viewable on the iPad, iPod Touch and iPhone using HTML 5.
Launched in February of 2011, Imagine Fashion, or iF for short, combines the worlds of fashion, film, art and design into one monthly online editorial. Far from being an ordinary online magazine, iF offers "bespoke film editorials directed by celebrated creatives" and allows "viewers to buy any featured clothing or accessories instantly from associated e-commerce destinations as well as save and share with friends." We worked together with iF to create this unique experience, building a custom player using Overlay.TV interactive technology. Along with the standard clickable hotspots and share functions, the iF player also has several other custom features such as ratings, add-to favorites and video-in-video technology where users can view a mini 360° video of the item directly from the product panel.
Boss Orange, one of several brands from high-end retailer Hugo Boss, is a collection of "leisurewear for men and women who enjoy dressing in style and sporting surprising looks." Part of the Boss Orange online campaign is an ongoing storyline told through pictures, diaries, and of course video. The one thing missing from the story is how to get more info on the clothes featured in the videos. Overlay.TV partnered with the team from Boss Orange to help make their Fall/Winter 2010 campaign video an interactive user experience by making it clickable. By implementing the Overlay.TV solution, fans can follow the story and shop the video at the same time.
Founded in 1918, New York & Company “is a nationwide specialty retailer of women’s fashion and accessories, known for offering the latest trends of the season at attractive values.” Overlay.TV and NY&C have teamed together for, among other things, the Holiday 2010 campaign. Fans of the company’s Facebook page were given access to exclusive info & features including a custom holiday clickable video where users can watch and shop the video before anyone else. The shoppable video features clothing from the Holiday 2010 collection, and after an exclusive limited time run on Facebook, it is now accessible from the homepage on nyandcompany.com.
Olsenboye, sold exclusively at JCPenney, is a junior girls' clothing line from sisters Ashley and May-Kate Olsen. Inspired by their world travels, the collection features affordable yet chic items for stylish teens and tweens. Olsenboye.com caters to the younger generation's media savvy, with not only fashion, but with music, blogs, and of course loads of video. Olsenboye wanted the Holiday 2010 video featured prominently on the homepage, so they joined forces with Overlay.TV to make the video more appealing to their internet-savvy users by making it clickable. The interactive video features clothing from the Holiday 2010 collection and links directly from Olsenboye.com to JCP.com for purchase.
The Row, inspired by the bespoke tailoring of London’s legendary Savile Row, is a couture line designed by Ashley and Mary-Kate Olsen. We teamed with the Olsens to create an interactive video using their Fall/Winter 2010 runway show. Unlike standard runway video that provides little or no information about the clothing featured, The Row’s users now have a proverbial front row seat to the show with the ability to immediately shop the looks they like directly from the video. The custom branded player features video chapters where users can scroll to specific looks from the runway collection and shop them by simply clicking on product titles within the chapters.
A Manhattan institution for over 80 years, Barneys New York is known as one of the most luxurious department stores in the world. With exclusive online selling rights to many high-end premium designers, including Overlay.TV clients, The Row, Barneys is the go-to department store for one-of-a-kind looks. To promote The Row’s Fall/Winter 2010 collection Barneys had a shoppable version of the runway collection on their homepage featuring Overlay.TV interactive technology. Using a custom branded player with clickable video chapters, users can shop each of the looks featured in the show right from the video.
Armani Exchange is the youthful label created by Italian designer and entrepreneur Giorgio Armani. They have recently implemented Overlay.TV’s powerful video commerce solution in the "How to Wear It" section of the A|X site. The “How to Wear It” section provides style advice, trend tips, and highlights the chicest way for men and women to build their seasonal wardrobe. This new interactive video feature allows each item of clothing to be overlaid with a clickable hotspot, enabling users to get more information about a particular piece, or to purchase it directly. Sharable, clickable video is a natural fit for A|X, as its core demographic is already highly engaged with online video and social media.
JCPenney is "one of America's leading retailers, operating over 1,100 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet." In the fall of 2010, Spanish clothing company, Mango, launched their MNG by Mango in North America exclusively with JCPenney. Online, JCPenney celebrated the release by launching an MNG brand page featuring an Overlay.TV clickable video, where users could see the collection for the first time and shop the looks right from the video. The MNG brand page is updated each season, as is their custom Overlay player, by configuring new colors and fonts to complement the page.
Starting in 2004 with her much sought-after tunic, Tory Burch has blossomed into one of today’s most internationally recognized brands. With a strong social media presence and a loyal following to go with it, Tory Burch wanted to find a better way to utilize the large collection of video the company has amassed on these sites. We teamed with them to create an interactive shopping experience on several of their campaign videos, including the new Tory Burch denim collection, as well as a behind-the scenes look at their Fall 2010 Collection. Located on their blog and on their newly implemented “Watch and Shop” tab on Facebook, these videos allow fans to not only shop the video, but engage with the brand in a new and unique way, all while driving traffic back to the main Tory Burch site.
Celebrities and non-celebrities alike flock to fashion cult favorite, Intermix, for exactly what the name implies – a creative mix of unique and trendy items that can be incorporated into every woman’s wardrobe. We partnered with Intermix to help them create an interactive user experience with video from their spring collection, as well as an insider look into the Intermix philosophy. By placing clickable spots on the video, the guesswork about which items were featured was removed and viewers were able to shop the looks right from video.
The epitome of British High Street fashion, French Connection has been dressing style savvy men and women since 1972. The French Connection 2010 campaign was a departure from the company’s cheekily branded “FCUK” ads of the past, with a video homage to French art house films of the 50s. The Woman ad campaign, featuring clothing from the spring collection, was a perfect fit with Overlay.TV’s interactive video solution. With a simple streamlined player and invisible targets, users can watch the video and click on items they liked for more info or to purchase. This approach allows for interactivity in the video without interfering with the overall aesthetics and design of the campaign.
Launched in July of 2009, Very is the latest online department store from the UK group, Shop Direct. "Designed with internet savvy customers in mind," Very.co.uk is no stranger when it comes to utilizing popular marketing techniques for the online generation. Video is a key component of the marketing strategy on their site and when the company wanted to take a different approach to the standard video campaigns, Overlay.TV was a logical choice. Using videos from several in-house brands and ads we helped Very take its ordinary videos and make them extraordinary, with interactive elements placed right in the video so users can shop, enter contests or simply find out more information.
Zappos.com is famous for selling shoes online, but they have become legendary for their excellent customer service. With their first priority being the happiness of their customers, it’s no surprise that Zappos is always looking for ways to improve and enhance the customer experience. Together Overlay.TV and Zappos created a unique customer experience that not only engages the user with Zappos brands and products, it encourages them to become part of the Zappos community. The Zappos experience now includes product pages with clickable video inside a custom branded player, community recorders for user generated testimonials and feedback, and live interactive video chat where customers can talk face-to-face with a Zappos team member.
Hollywood Records, a record label owned by The Walt Disney Company, is home to some of the biggest pop stars in the world, including Miley Cyrus and the Jonas Brothers. The Jonas Brothers were looking for a new and fresh way to engage with their audience, so Overlay.TV teamed up with Hollywood Records to create an interactive karaoke recorder that could be easily shared with friends and family. Fans could “get in” the limited run vocal booth and record themselves singing alongside the Jonas Brothers to their smash hit Lovebug. The response was amazing and 1000s of ecstatic fans from all over the globe recorded their version of Lovebug for the whole world to see.
KidzBop.com is an online social networking community for children featuring games, contests, and plenty of user generated content from video uploads to complete webisodes. The site also features original content including music videos with the KidzBop kids singing their version of well-known pop songs. KidzBop was looking for a way to combine the success of their music videos with the rapidly growing user generated content. Together KidzBop and Overlay.TV created the KidzBop Karaoke Video Maker where members can sing along to their favorite songs and share them with community members, friends and family. It has become the most popular user generated content on KidzBop.
Elle Canada is a fashion magazine covering trends, tips, advice and guidance for fashion savvy Canadians. Having introduced video to their online site of the same name, Elle was looking to do something a little different than just straight video. They wanted to create a more engaging user experience. Overlay.TV partnered with Elle Canada online to create an interactive Overlay using a “behind the scenes” video from one of their celebrity photo shoots. With the addition of clickable hotspots, users were able to find out information, such as who made the clothes, what kind of make-up was being used and even subscribe to the magazine all right from the video.
Style at Home is Canada's one-stop online resource for everything related to decorating and design. One of the more popular features on Style at Home’s website is the High/Low section which features expensive and moderately priced versions of the same room. With the addition of video to the High/Low section, the Style at Home team was looking for a better way to present information found in the video without users having to research or pore through a wall of text. Overlay.TV teamed up with them to create an interactive video where all the items discussed in the video were clickable and users could immediately find the information they were looking for.
The Overlay.TV platform has uses beyond being an interactive shopping experience. It can also be used to help build and grow online communities. Our friends at United Way Ottawa, United Way Toronto and the Government of Canada Workplace Charitable Campaign have all implemented a version of the Overlay.TV Community Recorder, whereby their users and staff can record or upload videos of themselves sharing ideas and stories about helping the community. It’s brought a diverse group of people together through shared experiences and teaches us that we can all do our part to make our communities better places to live.