Working with photographer and director Romain Laurent and Paris-based agency MNSTR, Lacoste created seven short videos specifically for Instagram and Vine to introduce a new, tennis-inspired fashion line and the new LT12 tennis racket.
Collectively on Instagram, the videos have been liked 44,502 times. On Vine, the videos were liked a paltry 616 times even though the brand has 25,300 followers. Maybe the fact that users are following just one person has something to do with that.
The videos, which you can view below, were also placed on the brand’s YouTube channel.
Here’s one of the videos on Instagram:
And another on Vine:
The videos were also placed on the brand’s Facebook page where they received the most engagement. Collectively. the seven videos amassed 328,561 views and 4,146 likes. Lacoste also used Facebook to convince fans to follow the brand on Snapchat where they could get a behind-the-scenes glimpse of the video shoot:
Oddly, the hashtag used for the videos, #BeautifulTennis, was incorporated into the video but not entered as text in the Instagram or Vine posts which likely accounts for the lack of activity on that hashtag. The brand did enter the hashtag on Facebook, but not on every video post.
To accompany the social media effort, Lacoste also published a 128 page book, co-authored by Adrien Bosc, Editor of Desports magazine, entitled A History of Tennis and Elegance which explores the origins of tennis and its influence on Lacoste style over the years.
The book, which is given to anyone who purchases the LT12 racket, is also available as an interactive app on iPhone and Android.
Those who have the book can hold their phone up to certain images in the book and the images you see through your camera phone’s screen will become a video. The video doesn’t take over the phone’s entire screen. Rather, the image portion of the book begins to play as a video and continues to do so even if you move your phone around.
You can experience this same effect without the book by holding your phone up to one of the Instagram videos on your computer.
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