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Asos captures the mood

Confectioner Cadbury’s Caramel Bunny is fronting a new interactive campaign for the fashion etailer

Proving its status as one of the leaders in online fashion, Asos has come up with an innovative and forward-thinking concept that allows users to create a bespoke mood board with the fashion product available on its site.

In a partnership with Cadbury and the confectionery firm’s Caramel Bunny character, the application is simple to use, with a selection of product available to be dragged by the user onto a blank mood board. As well as clothing, the product includes accessories and footwear. Users can also choose a background image and bespoke title for their personalised mood board.

The project has been live since the end of February and Asos and Cadbury have kept the momentum going. Emails are regularly sent out to Asos customers encouraging them to revisit the site, using the Caramel Bunny as a spokesperson for the campaign.

The Bunny suggests a weekly challenge of creating a board for a different trend, such as nautical or grunge garden. There is also the added incentive of a £100 Asos voucher for the best mood board for each trend (judged by Asos and Cadbury) and a £250 prize for the overall winner.

The project is integrated with Facebook Connect, which allows users to showcase their own mood boards to their friends on the social networking site and helps to build awareness of the campaign.

Asos has also used its own Facebook fan page (made up of 221,799 fans at the time of writing) as well as the Caramel Bunny fan page (30,807 fans) to promote the campaign.

Links from each of the products available for use on the mood boards take users directly to the transactional product page of Asos’s site.

While final figures have not been announced, Asos has confirmed it received more than 1,000 entries on day one, which suggests a great success. Asos’s strong awareness of its audience is abundantly clear in this campaign, which is both intriguing and addictive. It clearly shows how an innovative and interactive idea can not only encourage brand partnerships but also promote brand awareness and, ultimately, sales. l

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