Fashion fans are very attracted to runways shows, but usually the experience delivered to them is limited.The challenge was to make the online experience as exciting as if you were attending the real show and recruit new fans.Louis Vuitton have proposed an online experience that allows users to see the silhouettes from every angle. On Facebook, and also on iPhone and iPad, users could rotate each look 360 degrees, share them and live a better than real life online experience.

Online fashion-show experiences are usually very poor. Our idea was to create a unique 360° view of the silhouettes, in order to have an online experience as good as if you where sitting at the front row.

Teaser: a video 360° invite was distributed online: “Marc Jacobs invites you to the SS 11 Fashion Show”. …the rumour started to grow.

Live: On October 6th the show was broadcasted live on Facebook and as the models were getting out of the runway their silhouettes were shot in 360°, a few minutes after, all the silhouettes were available online in 360° (on Facebook + mobile and iPad site) Fans could really experience the show as never before.

+100,000 Facebook fans during the first week (with a media investment).This online experience of the fashion show generated tremendous online and offline PR:Thousands of blog postsTV coverage on CNNIt reinforced LV as a pioneer in the usage of smart technology to improve the relationship with its audience.