CHIRP, CHIRP: Topshop is partnering with Chirp, a new social media platform, for its spring show this Sunday. Following the company’s partnership last season with Google+, this time around, guests at the show and shoppers at the Oxford Street, London, flagship will be able to engage with the brand through the Chirp app to unlock exclusive content.

Chirp is the first app to use pitched, audible sound to share data, and the brand has worked with developers to create a new aspect that sends users an image that, when tapped, reveals behind-the-scenes activity surrounding the show, including pictures of the pattern room, backstage action, the hair-and-makeup test and models going down the catwalk.

This story first appeared in the September 13, 2013 issue of WWD. Subscribe Today.

As a point of difference for a social app, users must physically be in a specific place to receive the information. Show attendees will receive images from several Chirp locations around the site, and there will be a Chirp and Twitter garden at the flagship that shoppers can walk through to receive content. The Topshop homepage will feature a Chirp Gallery so that the same content can be viewed elsewhere.

Additionally, Topshop will host a live Twitter Gallery on its homepage from the morning of the show so that viewers can watch the final preparations. The brand has also asked key guests to tweet from the front row and backstage during the show.

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