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Lots of Hype for `Secret' Web Fashion Show

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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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