Yoga has become massively popular over the years and each year, thousands of yogis from around the world travel to Times Square to celebrate International Yoga Day on the Summer Solstice.
On June 21st, 2018 for the return of Solstice in Times Square: Mind Over Madness Yoga, presented by Aerie, Tiger Party partnered up with Aerie for the second year to celebrate the beginning of summer with everyone as part of the #AerieREAL O2O campaign.
Use Hashtag# to encourage participation, while maintaining the brand’s social influence
#AerieReal: User Generated Content for maximum engagement
What’s an outdoor yoga party without a few Instagram-worthy poses and hashtags?
With Aerie’s recent empowering brand message #AerieReal, we encouraged participants to share their experience on social media with the designated hashtag. Through Tiger Party’s Social Moderation Platform “Moderation Tool,” we can locate content with #AerieREAL from public information on social networks like Facebook, Twitter, and Instagram and select appropriate content to be displayed on the billboards.
Participants and those unable to attend the event are also encouraged to upload yoga photos and tag them with #SolsticeTSq across various social media platforms, which were also chosen to be displayed on the billboards while the system broadcast the footage back to the participants.
The 2018 Summer Soltice International Yoga Day Campaign was a huge success, with 3508 feeds tagged with #AerieREAL in just four hours. Over hundreds of users participated in the campaign, creating an irreplaceable brand impression and connected with yogis all over the world to support the positive body image movement.