Online retailer, Asos, has upped its local hype via a curveball stunt in Sydney: a wedding chapel for fashionable love affairs.
In a world first for the retailer, Asos asked its 20-something customers to marry an item of clothing on Thursday evening.
The one night only event at Vogue Fashion Night Out in Martin Place drew a large crowd after Asos offered free product to participants.
The result ultimately won Asos shopper data, email subscriptions, and other marketing material, as well as a social media frenzy.
Upon entering the Asos Wedding Chapel, individuals were given goodie bags and asked to “Check In” to the chapel on Facebook.
They were then handed an iPad to select which item they intended to “marry”, as well as their clothing size, delivery address, and contact details.
Shoppers were required to sign up to Asos’ email newsletter and release photographs of themselves to Asos for commercial use.
The happy couple were then pronounced “handbag and wife” or “husband and shirt”, after undergoing a quick, fake wedding ceremony hosted by an enigmatic “priest”.
“I felt silly getting married to a piece of clothing but it was funny,” said a 26 year old female participant to Inside Shopper at the event.
“I’m excited about my purchase and it was free after all. I can’t wait for the wedding night and the honeymoon,” she joked.
The British retailer also took the the activation campaign online by running a prize campaign for a Bali “honeymoon”.
As part of this, web shoppers were able to receive a free item online, as long as they declared their “marriage” publicly on the Asos Facebook page.
