Etail fashion giant Asos is preparing to kick off a targeted campaign with a twist tonight.
The company, which has built itself a reputation for launching innovative campaign, will tonight host the world’s first global online house party, to target its key shopper demographic.
The 'Asos All Nighter' event will incorporate three house parties, taking place in Australia, North America and the UK and hosted on the Asos website - www.asos.com/au/allnighter.
The action will be live in Australia from 7pm AEDT on December 12, under the #tonightis hashtag, and will feature some of the world’s leading electronic music artists, DJs and producers.
The confirmed line-up to date comprises Jessie Ware, Mount Kimbie, Eliphino and IS TROPICAL all of whom will be playing a combination of exclusive live performances and DJ sets over the course of the house party.
Each house party will also be divided into different rooms - the living room, the kitchen and the bathroom.
All of the artists’ performances will take place in the living room, with interviews with the artists available for viewing in the kitchen and a live 'party-selfies' Instagram competitions taking place in the bathroom.
In addition the living room will also be hosting several 'dance-offs' throughout the course of the party, with dancers facing off against each other to win partygoers’ votes through an interactive video.
Commenting on the initiative, Asos added that the set-up will allow partygoers to move from room-to-room to find the content that most appeals to them.
In an innovative twist, the number of people visiting the site will dictate also how and when the content is released. The more partygoers who visit the site, the more friends they bring along with them and the more content they share on social networks the more artists sets and interviews will be ‘unlocked’.
Commenting on the Australian component, Asos Australia senior marketing & communications manager Jo Shapland said the initiative combines the passions of the Asos target market.
“We know that our '20-somethings' value music almost as highly as they value fashion which is why we're bringing the two together in our launch of the first ever global house party.
“It's all about wanting to facilitate a rich digital music experience for our customers and either introduce them to artists that they may not know yet or reconnect them with artists that they love,” she said.
“Of course, if they're having a great time we want them to invite their friends along to share in the party themselves. Asos is dedicated to championing both established and fresh new artists and this is just a really exciting and innovative way of bringing them to life for our Australian consumers.”