The fashion film has taken a number of detours recently, but none so much fun as Ted Baker’s comedy sitcom, Keeping up with the Bakers.
It’s stylised, cheesy, silly fun and it is playing out in episodes on Instagram stories over eight days. Ted Baker is also using Instagram Stories as a gossip channel.
People can click through a selection of five different “TV channels” in Stories to find different content about the Bakers.
They can also finish this gossip (which is being spread by The Bakers’ neighbours) and compete in daily challenges. And the content on each of the campaign’s social channels (which include YouTube, Facebook and Instagram) is original in order to avoid replication.
More importantly still is the 360 shoppable Keeping up with the Bakers video being hosted on TedBaker.com, UK partner, ASOS.com, and Nordstrom.com in the US. Visitors can explore the Bakers’ family home, uncover hidden content and, of course, buy the Ted Baker clothes being worn in the film.
And there’s an e-commerce website.
This is not Ted Bakers’ first foray into shoppable films. Guy Ritchie shot last year’s shoppable action drama, Mission Impeccable, which was created by Poke London.
A 360° non-shoppable film will be available through 20,000 Google Cardboard headsets, which will be distributed in-store.
Digital agency, Poke, was responsible for the Instagram stories. Photographers, Crown & Owls, created the digital look book. Happy Finish and Wirewax created the 360 shoppable film experience.
Nexus Studios’ Interactive Arts Division created an interactive window installed at key Ted Baker locations. This allows passers-by to place their hands on a glass window, which then triggers a camera that places the user beside the Baker characters and results in a sharable GIF.
“Connecting the online and offline worlds is not only a priority but an opportunity as most fashion businesses choose to ignore it,” stated Craig Smith, brand communications director at Ted Baker.
“In the future, walking into a Ted Baker store to buy clothes should be like walking into an interactive advertising campaign and something you can just do by just sitting at home. Technology will make that happen and we want to be ready for those changes.”