H&M Westfield, White City - #HMInstaTreat

The Flash Pack created a social focused experience to celebrate the grand opening of the new H&M store at Westfield, White City.

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Brief:

    • As one of the biggest H&M stores in the UK, H&M enlisted The Flash Pack to create a socially focused experience to celebrate the grand opening.

    • The aim was to increase footfall to the store and generate hype around the opening.

    • It was important to H&M that the activation encouraged consumers to share their content to social media with the event hashtag.

 

Solution:

  • The activation began at 9am on Friday the 16th September with customers queuing for the 11am store opening.

  • Entertainment outside the store was provided with performances from the magician and breakdancer, Magical Bones and an opportunity for guests to have their portrait drawn by a digital caricaturist.

  • The first person at the front of the queue at the time of the store opening was presented with a £500 H&M voucher, with an additional 400 in the queue receiving an H&M goodie bag and 25% off instore purchases.

  • The Flash Pack created an ‘H&M selfie’ photo opportunity by installing a ring light in front of a branded H&M backdrop for each consumer to have their own photo snapped as they entered the store.

  • Consumers were encouraged to share their H&M selfie or digital charicature using the hashtag #HMInstaTreat to win either a £10, £20 or £50 H&M gift card, dispensed via an Instagram powered vending machine.

Results:

  • 418 Social Posts
  • 216,618 Total Reach
  • 223,667 Impressions