Ted Baker Partners with Guy Ritchie for Shoppable Short Film

By Julian Thumm | 12 Sep 2016

UK luxury apparel retailer Ted Baker has launched a multichannel marketing campaign featuring a shoppable short film in collaboration with Guy Ritchie.

Ted Baker has teamed up with director Guy Ritchie (of Lock, Stock and Two Smoking Barrels and Snatch fame) to launch a multi-channel digital campaign, including a shoppable short film.

The campaign, dubbed ‘Mission Impeccable’ features a three-minute James Bond-style spy film, which offers a range of shoppable content.

The film is running on Ted Baker’s site, Selfridges, Nordstrom, and on YouTube. All the fashion featured in the film is shoppable through all three retailers (although not on YouTube. The film uses motion track so clickable links stick to the objects in the video. Viewers can click the icons that appear to save the outfits the actors are wearing. The saved outfits are then available for further viewing and purchase.

As part of the lead-up to the campaign launch, the film’s fictional villain, The Needle, hacked Ted Baker’s Instagram and Facebook account to leak the film’s trailer. Following this, clues were posted on Ted Baker’s Instagram account, which followers could solve to win items from the upcoming collection.

As part of the campaign, Ted Baker is also running an interactive store window competition using Google’s voice search app. Shoppers can speak certain words that appear on Ted Baker store windows into the Google Voice app to get clues, which can be used to win prizes in-store.

For Ted Baker, the campaign is a conscious effort to ramp up its digital offering and create an onmichannel experience consistent with the brand’s image and aesthetic.

“We wanted to create a style within the narrative of the film — we wanted people watching to want to wear what they see the characters wearing,” said Ted Baker CEO and founder Ray Kelvin.

“Style is not only about what you wear — it’s how you carry yourself, what you say, how you move.”

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