The magic of being part of a unique event, a universally accessible and privileged perspective empowered by technology aiming to delight fashion lovers around the world: Google and Fendi partnered together to let the magic come true.

For the first time ever, the fashion catwalk hosted new and “surprising” guests on top of models: drones.

Google and Fendi, global Italian fashion brand, joined together with the goal to make Fendi Fashion Week 2014 runway a truly on-line immersive experience and bring this magic moment online for the entire world to see...from a totally brand-new perspective: the flying drones one.

We brought to life the first ever catwalk broadcasted live on YouTube by using flying drones equipped with cameras and amplified by an intense interaction on Fendi G+page, delighting Fendi & Fashion lovers as never before and engaging them on Google platforms.

The integration of Google platforms, livestreaming on YouTube and social engagement pre and post show on Google+, enhanced and amplified the drones technology bringing the experience to the next level.

This entry is appropriate to PR because of its strong global PR achievements. It was organized with a strategic PR plan (with pre and post-event campaigns) and reached 5000+ International Media mentions and 50M+ Media impressions.

The Project was supported by a strategic and multichannel PR campaign. It had been ran by Google and Fendi together and started before the event and lasted after it, for a total of 20 days.

The plan was divided in three steps:

1. Pre-event: our strong pre-event PR campaign consisted in teasers, Google Display Network media formats and announcements spread among global channels.

2. Event: the catwalk shots captured with drones cameras were broadcasted live on YouTube and through the integration of Fendi Google+ page, Google Display Network, online banners and social engagement the potential audience had been invited to connect and watch live the show from a new prospective.

3. Post-event: after the show, thanks to global media, YouTube channels and other media formats it had been possible to live again, love and share special moments of the Fendi flying catwalk show on Google platforms.

The event had an impressive, global and impactful PR coverage.

In particular, it reached more than 5000 International Media mentions and more than 50M Media impressions.

In addiction to Google and Fendi channels, the campaign had been delivered to the audience, through thousands of mentions on global newspapers, fashion, tech and consumer magazines, websites and blogs.

Thanks to the campaign Fendi positioned itself as an innovative fashion brand, giving resonance to the event all over the world, in all its strategic markets.