We gave the fans the power to launch the collection with their social nervecenters a.k.a. their mobile phones. We organized a Tweet-Up at India’s tech capital, Bangalore, centered around a Twitter -powered phygital hoarding covered with shirts from the latest collection. With each shirt backed by a solenoid that was wired to a mounted computer, the hoarding would drop a shirt down for the fan in response to a tweet.

Through the mere act of tweeting to the hoarding, social media mentions peaked, creating the desired buzz about the launch.

Through a potent cocktail of on-ground activation and live-streaming, the event trended on Twitter that day garnering 1.1 million impression in 2 hours. The event helped the brand’s Facebook fanbase cross the 1m mark reeling in impressive web mentions.