London News Runway Shows

“TOPSHOP UNIQUE” Runway Show Reaches Unprecedented Online Audience Size

LONDON, Sep 16, 2012/ — Offering the first interactive shoppable, social and customizable experience on its “TOPSHOP UNIQUE” runway show featuring its Spring 2013 collection, Topshop reached the largest ever online audience with a livestreamed show.

By 16.45pm GMT on September 16th, over 2 Million people had tuned in over 100 countries, across multiple platforms and devices – well over 200 Million people were exposed to images and content from the show – primarily because of innovative technology developed in partnership with Facebook that allowed users to instantly share their favorite looks with their friends.

Using ‘open graph’ technology users watching the show automatically posted to their own Facebook and Twitter pages stating ‘I am watching the Topshop Unique show’ or ‘I just customized the Topshop Unique catwalk’ driving millions of friends to explore the content and join the live entertainment.

#TOPSHOP and #UNIQUE both trended globally on twitter with the first ever fashion show to be livestreamed on twitter and the ‘Tweet Off’ invented by Topshop asking followers to review the show in 140 characters.

Topshop partnered with Elle evolving the ’Tweetwalk’ to the ‘Tweetwalk 2’ by sharing images live from backstage with both Elle and Topshop followers moments before they hit the runway.

The first ever customization of the catwalk resulted in some items including the printed panel dress selling out within 1 hour and Tosphop lipsticks and make up were being purchased during every minute of the show.

A single post from the Chinese actress ‘Wang Luo Dan’ in attendance reached 90 Million followers on her Weibo blog in China.

Media partners and bloggers globally also hosted the livestream and drove a significant number of views through their fan bases and readers around the world.

Topshop.com was clicked on by over 120 countries and had more traffic from the USA on one day than in its history, particularly exciting in a week were the brand has opened 15 new stores inside key cities with leading wholesaler Nordstorm.

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