The official name of New York’s Fashion Week may have Mercedes-Benz in it, but American Express has put its mark on the event with a number of social media applications.
One such app is a so-called Twitter Event Hub. American Express says it gives fashionistas the opportunity to interact with insiders and provides real-time updates to the best runway moments of the week.
The page includes tabs for Shows, Designers, The Scene, Beauty and Daily Recap as well as tweets tagged with #nyfw and #AmExMBFW. In addition to @AmericanExpress, content – such as photos, interviews and beauty how-to’s — comes from @WomensWearDaily, @Modelinia, @AskBobbiBrown, @Aveda, @BumbleandBumble, @Smashboxartists and @Bergdorfs.
Jessica Igoe, director of global sponsorship marketing, says American Express created the hub because of previous interest in social media.
“Last season, we really saw social media spike during Fashion Week when we introduced the first multimedia Twitter wall in our American Express lobby space at Bryant Park,” she says. “The American Express Twitter hub is just another place where fashion lovers and social media enthusiasts can join the conversation, get up-to-the-minute information and feel the energy of Lincoln Center no matter where they are in the world.”
Igoe says American Express content includes “Twitterviews” – interviews on Twitter lasting approximately 15 minutes – from the American Express Skybox space in The Theater and The Stage. (Architectural Digest and interior designer Bill Sofield are responsible for the space, which American Express says is “[infused with] a sense of subdued opulence that complements the move to Lincoln Center.”)
“Each day, in partnership with the Independent Fashion Bloggers, we are coordinating Twitterviews with the who’s who in the world of fashion including Rachel Zoe, Madmen’s Alison Brie, Nylon’s Dani Stahl and (Paper Magazine’s) Mickey Boardman,” she adds.
American Express also hosted the second annual “Evolving Influence” blogger conference on September 9.
In addition to the Twitter Hub, American Express has sponsored a multimedia wall in the lobby space at Lincoln Center that displays tweets in real time from what it calls, “top industry voices,” that use the #AmExMBFW tag. American Express says the wall gives insight into Fashion Week events and that select designers will provide “exclusive inspiration images and messages that helped formulate their collection hitting the runways this season.”
Igoe says American Express has had multimedia walls at U.S. Open Golf and Tennis events as well as various events for the American Express ZYNC card.
A Twitter representative did not respond to a request for comment by deadline.