Kate Spade New York’s second season of #MissAdventure premiered this week to excited audiences.
The follow-up to the wildly popular campaign the brand started in the winter of 2014, “…follows the short stories of ‘interesting women leading interesting lives,’’ according to this ADWEEK story.
Prior to the premiere, Kate Spade New York previewed the stars of the show Zosia Mamet, Lola Kirke, Kat Dennings and Marisa Tomei on Instagram. The previews generated more than 26,300 likes and 311 comments.
The integrated campaign combines long form, show-like commercials, with traditional print media, social media engagement and an interactive website. The website* for the series includes the latest episode, bonus scenes and an interactive look book for the products worn in the clips.
*The website as of March 30th features the series on the front page, but the brand changes their homepage often so this may not be the current case.
Consumer engagement is a major aspect of this campaign. Kate Spade New York utilizes the hashtag #MissAdventure for engagement among social media users. Not only does the brand share content from their own platforms, but encourage influencers such as Jessica Sturdy from the Bows & Sequins lifestyle blog to as well.
In my opinion, the brand is trying to sell a lifestyle through this campaign. Do you think they are accomplishing this through these tactics?