Hugo Boss, a German heritage brand, delivered one of the most innovative web events of this year as part of the launch of the new BOSS Black collection. Over 200,000 Facebook fans were invited to apply as a model in the premium fashion show. From thousands of applications, 5 male and 5 female contestants were selected via online voting and a jury call and flown to Berlin to show their skills. After three days of casting, fitting, and coaching, two winners lived their dream of sharing the catwalk with international top models.
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The MTV Europe Music Awards celebrated their 15th anniversary this year and came back to Berlin, where the first EMAs were held in 1994. In the online version, the fan was the epicenter: A Facebook Chat Widget was integrated into the EMA microsites and the livestream was published to MTV’s 12 national Facebook presences.
One of the highlights of Berlin’s Fashion Week was the Spring/Summer Collection 2010 of BOSS Orange. In an old industrial hall full of shipping containers and turbines, the fashion label presented their collection for the next summer. MES was on-site and delivered the two-hour live show to the net in fullscreen quality – a first in the fashion world. To guarantee a smooth event, we organized a backup feed via satellite, rented capacities with two leading CDNs and hosted the microsite behind a load balancer.
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