Seiko Prospex at Macy’s

Promotional Event

Dominating the street outside Macy’s, Lorem Ipsum recruited dozens of dancers decked out in wetsuits, snorkeling gear and Seiko Prospex watches. The troupe performed a dance inspired by deep sea diving, highlighting the product at specific moments.

The surprise performance proved to be a huge success not only among street-side viewers, but also among the brand’s following on social media. Lorem Ipsum teased the event on Facebook and Instagram in the days prior with a promotional video of deep sea divers, showcasing the Prospex line, and posts that only noted the event’s date, time and location.

Various spots promoting Seiko’s Prospex were also shown in Times Square and Penn Plaza, and a billboard was displayed in Herald Square, to reach an even larger audience. Together, the spots received more than 1.3 million impressions, and the billboard received nearly 300,000 views.

Flashmob outside of Macy’s attracted thousands of New Yorkers and tourists.

But those outside the city weren’t left in the dark. Lorem Ipsum live-streamed the performance, and took advantage of different social outlets’ “story” functions, plus created a custom Snapchat filter for Herald Square. This work was complimented by a gamification element to take fan engagement to the next level. Lorem Ipsum held a contest where mobile viewers could screenshot a photo from the performance and post it on their social feeds for a chance to win a watch from the Prospex collection. During the event, deep sea divers also handed out fliers to drive foot traffic into Macy’s for an exclusive giveaway to bolster brand awareness and increase sales.

After the event, the agency’s team of producers created a short but versatile video that captured the excitement of the crowd, while maintaining a clear narrative and showcasing the product for Seiko’s social accounts.

“We were able to do something that, in actuality only existed for five minutes in real life, and gave it life beforehand and afterwards,” said Angelo Calilap, who heads up Seiko’s social media for Lorem Ipsum.