We partnered with Microsoft and Victoria’s Secret to introduce the 2009 Victoria’s Secret Fashion Show. To engage the audience prior to the live broadcast in December, we launched an online experience to get them as close to the fashion show as possible. Features include a runway model contest, videos and an image gallery. Cast your vote to determine who will appear onstage, or apply for your own chance to turn on the catwalk. The experience is built to be elastic, expanding and collapsing to display a variety of content. During and after the show, it will reveal additional footage of the Angels on the runway.
We leveraged Microsoft’s Silverlight technology throughout the engagement, finding novel ways to take advantage of the interactive platform’s uniformity and predictability. The continuous video play, while perhaps not as glamorous as the lingerie it displays, is notable in its own right (in part due to its utilization of Smooth Streaming technology).
So that you could keep up with the event while on the go, we also created the Victoria’s Secret All Access iPhone application, which received hundreds of thousands of downloads within a few months of launch. Much like the site, it displayed videos, allowed you to weigh in on prospective runway models, and captured show highlights.