MI&C collaborates with H&M on projects that require digital innovation and creative firepower. Their ongoing strategy for the brand has sparked bespoke programs including Designer Collaborations, Experiential, and Content Creation.
To herald the launch of H&M’s collaboration with Alexander Wang, MI&C led integrated live content capture – including a Twitter/Periscope livestream, runway film, and suite of social assets distributed in real-time to global press. The event was a hallmark livestream event in the nascent stages of live event coverage. A year later, for the launch of Balmain, the team expanded the event reach – utilizing Influencer channels and new social livestream platforms (Periscope and Snapchat) to increase the event’s global reach.
For the 2016 Kenzo x H&M launch, MI&C developed a digital-first launch strategy – including a custom, transformative Snapchat lens that drove real-time engagement during the global event beating Snapchat’s own expectations by 6x. Alexander Wang’s live-stream was shortlisted for a Webby and the Balmain digital program reached 35 million viewers across multiple platforms.
MI&C created a tech-enabled, tactile respite from the stressors of Coachella. The experiential included a VR Experience that immersed viewers into the world of H&M’s signature graphic prints -- utilizing a high-tech industrial microscopic technology for the first time in VR. “Aura reading” social photo booths and Influencer programming amplified the tent experience to audiences around the globe.
H&M’s Coachella activations were a hit with attendees and media alike, earning press from The Wall Street Journal, Women’s Wear Daily, Engadget. Over 2,500 attendees engaged with the Nano-Oculus Virtual Reality Experience and over 4,500 festivalgoers shared their Aura portrait on their social feeds.
Most recently, MI&C helped H&M to create “real-time” social-first content during this year’s MET Gala – weaving H&M into the MET Gala conversation and social feed.