Victoria’s Secret is hitting the New York streets with an interactive slice of its annual fashion extravaganza that will be promoted on Facebook.
The lingerie specialist is launching a campaign on the social media Web site to promote a display of nine vintage Angel Wings near the brand’s SoHo store, on Broadway between Houston and Prince streets, from Nov. 19 to 30.
This story first appeared in the November 12, 2010 issue of WWD. Subscribe Today.
“It’s fun and artistic and engages people with the brand,” Sharen Turney, president and chief executive officer, said during the 16th annual Victoria’s Secret fashion show on Wednesday night at Manhattan’s 69th Regiment Armory, where Katy Perry was the headliner along with R&B singer Akon. “The wings represent angels and they really a re an icon for the brand.”
The exhibit, which follows a test launch in Chicago last year, will showcase Angel Wings worn by models such as Heidi Klum, Miranda Kerr and Adriana Lima in huge, sealed Plexiglas cubes. The boxes will have a small step in front where visitors will be able to stand and have a picture taken.
The images will be uploaded to the Victoria’s Secret Facebook page under the photos tab, and within that tab uploaded to an album called “Wings! NYC.” The uploads will not be immediate because images need to be approved before posting. Participants will be able to see their pictures on the Victoria’s Secret’s Facebook page and also tag themselves. The tagged photos will show up on the Facebook walls of those who are identified and can then be downloaded by their friends.
The brand has 9.2 million fans on Facebook, and its page averages 20 million impressions per week.
There will be two ways people can send their pictures with VS’s wings: via MMS (multimedia text message) to Angel (26435), and via e-mail to an address to be determined.
“The art and quality of the wings, such as one set made of 10,000 peacock feathers on Karolina Kurkova, have become a real brand icon.… Over the years, there have been a total of 152 different models and 92 sets of wings,” said Ed Razek, VS’s president and chief marketing officer.