Wellington boot brand Hunter is set to deliver geo-targetted content to its fans on Twitter during next week’s London Fashion Week, when it will share a series of curated video content from its live show.
For the Hunter Original show, the second from the brand, it has partnered with real time video start-up Grabyo to deliver instant, short form video clips on Twitter which will be optimised for mobile.
The pair will use geo-targetting technology to push out specific content depending on a user’s location. For example, a festival-goer in Los Angeles might receive a video featuring more lightweight outerwear or footwear, while someone in London will be more likely to receive a video of a key look from the Hunter Original collection, as it appears on the runway, that is more appropriate for the typical British weather.
Followers will also gain access to extended highlights and exclusive curated edits on Facebook and Instagram.
Alasdhair Willis, Hunter’s creative director, said: “Partnering with Grabyo, we are able to evolve the live stream and deliver a curated edit to those who otherwise might not be able to commit to watching the full length of the show. As a brand we are always looking for pioneers in their fields and Grabyo is offering something unique.”
Hunter will use six cameras to capture the show and the live action will be shared as short-form clips between 10 and 45 seconds in length.
The Hunter Original show will be live streamed on YouTube at 2pm on Saturday 13 September 2014.