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June 21, 2012 / Rebecca Foss

Social Video

For the launch of the Only Jeans 2012 Collection, they created “The Liberation”, the world’s first on-demand video retail environment. This is the coolest thing that crosses social with video I’ve seen in a while. It’s like a fashion catalog, a movie, a game, and a music video all in one.  As you watch, you can interact by clicking on the film. The film freezes on a pre-loaded high-res still and then turns into an interactive catalog. Every item of clothing is clickable—from there, the user can “Like” the item of clothing on Facebook, browse the Only website, Pin to Pinterest, tweet about it, or buy the item. you can help move the story forward by clicking on the film in certain areas, where prompted. Another feature is the music, which can be downloaded. At the end, your visit to the site is summed up in a catalog where you can shop, share, download wallpapers, etc. An innovative marketing campaign. Thumbs up!


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