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[FYI] Lots of Hype for `Secret' Web Fashion Show
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- Subject: [FYI] Lots of Hype for `Secret' Web Fashion Show
- From: Horns@t-online.de (Axel H. Horns)
- Date: Thu, 4 Feb 1999 09:53:56 +0100
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Lots of Hype for `Secret' Web Fashion Show
SUZANNE C. RYAN
c.1999 The Boston Globe
When Victoria's Secret paraded
bra-and-panty-clad Tyra Banks and
Stephanie Seymour across TV screens for a mere 30
seconds during the Super Bowl Sunday, a reported
1 million people turned away from the game to log
on to the Web address promoted in the ad.
It turned out to be a brilliant
marketing idea.
The combination of sports, sex, fashion,
TV, and the Internet proved
irresistible and it has set advertising
executives everywhere abuzz over future
possibilities. ``It's a whole new world. Kudos
for them for trying to capture this opportunistic
situation. It was very smart to use as an
advertising vehicle for the Super Bowl,'' says
Tom Julian, a fashion trend analyst for the New
York ad agency Fallon McElligott.
Says Ed Razek, chief creative officer at
Victoria's Secret: ``What other
commercial has triggered a million people to
immediately get up and do something? . . . During
an event that big, we were able to change their
behavior and switch their programming. It's never
been done before.''
[...]
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