Arcadia Integrates Twitter for Marc Jacobs

Working along with QTS, Independence Productions and Executive Producer Marc Scarpa, Arcadia integrated a live, moderated Twitter Chat for Marc Jacobs’ Fall 2011 fashion show. The concept was to allow viewers of the webcast to participate in the event by tweeting and posting their thoughts & opinions in real time.

The team built out live streaming video players on the Marc Jacobs’ website and Facebook page, along with special iPad and iPhone streams for mobile media. This true cross-platform delivery was enhanced by full viewer engagement; anyone worldwide had the ability to comment and be a part of the webcast. By harnessing Twitter’s power for short and timely messages, we built an interface allowing multiple tweets to appear alongside the runway video.

The result was over 3,200 tweets received, peaking at about 20 tweets per second during the actual runway portion of the show. Messages came in from all over the globe, including Japan, Brazil and London, as well as the entire United States.

With Arcadia’s expertise and infrastructure, Marc Jacobs was able to reach out and engage with fans worldwide, rather than just broadcast to them. Incorporating Twitter into live events, along with a live webcast, allows fans who would not normally be able to attend, to join in, see the designs live and comment as if they were at the show themselves.

Photo Credit: Evan Sung for The New York Times

The event, held in the massive 69th Regiment Armory in NYC on Feb. 14th and 15th, featured celebrity attendees and tens of thousands of online viewers.

More about the show in the New York Times.