#AerieREAL summer solstice International Yoga Day Campaign

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Background

Each year, thousands of yogis from around the world travel to Times Square to celebrate the Summer Solstice, the northern hemisphere’s longest day of the year, which become part of this global celebration. The 2018 Solstice in Times Square: Mind Over Madness Yoga, just presented by Aerie, it was the second years that Tiger Party helped Aerie to launched this #AerieREAL O2O campaign. 

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Use Hashtag# to encourage participation, while maintaining social influence of the brand
As all the marketer might know, the best way to call to action of User Generated Content is letting the potential user found your campaign interesting and get involved it. Through Tiger Party's Social Moderation Platform, can locate contents with the event hashtag of #AerieREAL from the public information on social networks like Facebook, Twitter, and Instagram. After the evaluation by the brand manager, User Generated Content will be projected instantly to Times Square digital billboards, while the system broadcasts the footage back to participants. It generates exclusive interaction and also breaks regional bounds, enabling global consumers to exhibit their personal memory in Times Square on the social network. 2018 PyeongChang Winter Olympics Campaign and #AerieREAL summer solstice International Yoga Day Campaign which have just concluded both utilized this strategy in generated interactions with its global consumers.

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RESULT

In #AerieREAL yoga event, Social Moderation Platform of Tiger Party received 3508 feeds tagged with #AerieREAL in four hours. Over hundreds of users had participated in the broadcast, creating an irreplaceable brand memory.