Fashion’s Night Out, an annual celebration of the fashion industry held in New York City, is something of a mecca for both fashion brands and innovative digital and experiential marketing.
Various brands were out in force; from Mattel with its miniaturised Barbie-sized outfit QR code scavenger hunt (featuring design from the likes of Tracy Reese and Alice + Olivia) through to Volkswagen’s Style Express VIP chauffeur service.
One of the more interesting and bizarre branding exercises, amid the vast array of digital photo booths and nail polish serving ice cream trucks, was a very unique fashion blogger - Marina, a 25-foot tall blogging doll.
Marina, who was out at the event to promote the new Target and Missoni collection, is an active Tumblr blogger on fashion and regularly Tweets at @MarinaWithStyle. Marina had a busy schedule at Fashion’s Night Out, making quite an entrance at the International Fashion Bloggers Conference and interacting with the fashion conscious public at various NY locations.
Marina wore a somewhat plus size version of a Missoni dress during the event and comes with built in high-speed wi-fi (doesn’t every blogger wish they had that capability), which is free for the public to use.
Although unconfirmed, Marina looks like it could well be the creation of the Royal De Luxe theatre group, who were responsible for The Sultan’s Elephant event in London around 5-6 years ago. Much like this awe-inspiring event - which also followed the exploits of an over sized doll character - the introduction of Marina into this prestigious annual fashion event provides the brand not only with a unique, must meet brand ambassador, but also a way to leverage the influence of the blogger community without coming across as a pushy brand with a message.