With a Halloween-themed collection, innovative social media competitions and the introduction of “Twitter currency”, Topshop is going all out for this weekend writes Jill Geoghegan.
Honing in on pop culture’s current insatiable obsession with all things dark and brooding (Twilight has a lot to answer for) the high street chain has leapt the gothic fashion trend by launching its first Halloween themed collection ‘the witching hour’.
Perhaps even more spellbinding is the accompanying marketing campaign, which seeks to turn customer tweets into singing tills through social network site Twitter, in its new ‘trick or tweet’ competition.
From October 26 to 31, Topshop is inviting customers to tweet pictures of their Halloween look or their favourite Halloween style tip to the @topshop team using the hashtag #trickortweet. The best tweets of the day will win £100 gift cards for the store.
In flagship stores including Oxford Circus, Manchester Arndale and Liverpool branches, the retailer is taking the social media element one step further as customers will actually be able to use tweets as currency, exchanging their messages for vampy Halloween-inspired make-up.
The latest wave of promotion is quite frankly, nothing short of genius. The novelty of earning your own tweet pounds will generate a buzz of excitement both in store and online, cleverly harnessing shoppers through the medium they engage with constantly.
Where many other brands fail to use innovation in social media to their full advantage, Topshop is leaps and bounds ahead of the fashion pack because the team truly knows its customer, the way they socialise and - most importantly - the way they want to shop.
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