Marketing Innovation – Swatch Girl

At a New York Fashion Week party at the Tribeca Grand Hotel, Swatch dolled up a girl in a dress made up of 107 of their new line of pastel colored New Gent and Lady collection watches. During the event, people could send tweets to @swatchus with the #swatchgirl hash tag to receive a free watch which literally came off the Swatch Girl’s dress. The dress, which took 2 hours to build, took only 1.5 hours to deconstruct and give away – don’t worry, she wasn’t naked. Swatch estimates that the promotion had a total reach of about 400,000 from the attendee’s tweets alone.


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