March Madness, From A to Kanye

WATCH OF THE WEEK

MARKETING BUZZ

OUR OBSESSION

The A-Z of New York Style

Recognizing that younger audiences are more likely to pay attention to a YouTube video than any fashion month coverage, Coach partnered with zine-style site i-D (under the Vice umbrella) to create a visual lookbook. Detailing the different styles of the New York fashion scene from Americana to Gen Z and everything in between, the video takes places in a busy New York subway as various groups enter and exit a car, each with a distinct sense of style. Showcasing Coach’s new collection without feeling like a commercial, the collaboration captures the essence of New York and seamlessly integrates Coach’s new collection without being heavy-handed. 

Westworld x SXSW

On the outskirts of Austin is a town that will transport one back in time to the 19th century, but only for a limited time. To promote season two of Westworld at SXSW, HBO created an identical replica of Sweetwater, the fictional Wild West town where the show takes place. The pop-up town has saloons, taverns serving liquor, a bank, a post office that sends letters from secret admirers, and hosts complete with black and white hats that differentiate the good guys from the bad guys. With meticulous attention to detail as well as actors who never break character, the fun experiential activation provides fans an opportunity to step into their favorite show quite literally with a drink in hand and enjoy their stay in Sweetwater just in time for season two.

Alternative March Madness Brackets

March Madness isn’t just for basketball anymore; these days, fans of all kinds are making brackets for their favorite entertainment. This week, Twitter user @cdotharrison’s #KanyeMadnessBracketwent viral for calling on fans to decide which of the prolific artist’s songs is the best. Meanwhile,Netflix Life, a blog from Fansided, is also getting in on the action, pitting 32 of Netflix’s series against one another. Launching today on the Netflix Life Facebook page, some exciting battles to come include Friends v. Gossip GirlNarcos v. Sense 8 and more. Users will vote via Facebook poll on two matchups every day for a week to see who will take home The Crown—pun intended.


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Not A Perfume


This year’s fashion may be all about maximalism, but personal fragrances are trending in the opposite direction. In a notable shift away from the statement-making fragrances of recent years (e.g. Le Labo’s Santal 33), new scents such as “Not A Perfume” by Juliette has a gun and “You” by Glossier (marketed to smell just like the wearer) are taking a lighter, more intimate approach. Not A Perfume’s main ingredient is Cetalox, a hypoallergenic base note intended to intensify the wearer’s natural scent rather than cover it with a new one. An intriguing alternative for those looking for personalization, the increasing interest in these scents shows that consumers are looking for brands to help them hone their personal essence more than ever before.

Rave

Digital hangouts are the new modern-day slumber parties for Gen Zs and new app Rave is here to keep the party going. Available on iOS, Android, and in VR on Google Daydream and Samsung, Rave is a social platform that seamlessly combines the two most prevalent digital mobile activities: watching videos and texting friends. Featuring content from YouTube, Vimeo, Reddit, Google Drive, Dropbox, and Viki, friends can watch together and chat below at the same time. From binge-watching shows on Netflix to creating original mashups of music to utilizing VR headsets for a heightened entertainment experience, the convenient app taps into Gen Zs desire to connect digitally with others and to never watch alone.

Momar

Art has long been for the elite, but now a collective of artists are employing AR to help democratize it. Hosting an unauthorized art show titled “Hello, we’re from the internet” until May 3rd, museum-goers at the New York City MoMA who view the Pollock room are prompted to download the appMoMAR to enter. Viewers then hold their phones up to the Pollock pieces and see them in an entirely new light with AR Instagram stories, interactive internet pop-ups, and animated concepts inspired by video games. Recognizing that they members of the first generation that is able to enjoy the freedom, access, and tools the internet has provided them with, the artists intend to disrupt the traditional “open to the public” message found at most museums. While most Millennial visitors are already interacting with art through their phones by taking photos and selfies, the AR component creates an interesting digital layer that jumps out at visitors and prompts them to question exclusivity in art culture.

Kristin Castillo