Asos has called on some of the hottest acts of 2012 to front its latest Christmas campaign.
US rapper Azealia Banks, Starry Eyed singer Ellie Goulding and pink-haired model Charlotte Free all feature in the campaign, entitled #BestNightEver.
Each celebrity features in a cross device, interactive, shoppable video, designed to increase engagement rates and dwell times with the Christmas product collections.
Users can click-to-purchase within the video itself, while a “Pin-to-win” competition also encourages them to post a screenshot of the video direct to Pinterest in order to win their favourite look.
Goulding has this week released a new song, Only You, exclusively recorded for Asos as an interactive, shopable video that features product carousels and movable hotspots to enable the viewer click-to-shop the product she is wearing.
Next week (November 12) Banks will release her new single Fierce through an exclusive link up with Asos, with the video again utilising technology that allows viewers to click and buy the product she wears.
Her Pinterest party diary will keep details of all the outfits she wears throughout the festive period, and her specially created playlist will also be available in the Asos Christmas hub
The etailer is also utilising its 1.9m community of Facebook fans to interact with the campaign, publishing a new game every week - including a competition to “outpose your mates”, fashion bingo and a cover-photo generator, all of which ties into the Best Night Ever theme.
The Christmas campaign will run across multiple devices and various publishers across the UK & US.
Marketing director Terri Westlake said: “Global customer engagement is a major focus for Asos, so that’s what we are aiming for. To support our peak trading period, we specifically built this campaign – with fashion-related, shareable, digital content – around three women who each have a unique sense of style and appeal as individuals to our customers for different reasons, driving interaction across a broad base internationally.”