With over 400 million active users, Facebook has become a prime spot for brands to advertise and promote themselves. Over 1.4 million local businesses have a presence on Facebook, reaching out to consumers through pages, events and applications. Diesel Spain is taking social marketing to the next level, taking Facebook off the Web and putting it in their dressing rooms.
Diesel stores in Spain have introduced Diesel Cam, an interactive installation that allows shoppers to photograph themselves and post the pictures immediately to their Facebook profiles. Shoppers can photograph themselves as they try on clothes and ask their Facebook friends for advice about which garments they should buy, or they can publish photos to show off all the new clothes they are buying.
Shoppers connect to Facebook via Facebook Connect, using a touch screen monitor on the installation. They then have the opportunity to photograph themselves in Diesel clothes and publish their photos immediately to Facebook. The photos come complete with a Diesel logo in the corner, so it’s great advertising for the company, not to mention tons of fun for shoppers.
Facebook Connect has given third party websites the opportunity to connect with users through Facebook, but Diesel is taking it to a new level. The Diesel Cam gives live users the opportunity to enter social media directly from their stores. How do you think campaigns like the Diesel Cam will impact the future of shopping? Will Facebook and social shopping become a permanent part of the consumer experience?
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I haven't watched the video yet but this seems like an awesome use of Facebook Connect – best I've come across. It would be even better if the user could choose a Facebook friend list or specific friends to send the photos to. I don't know that this isn't offered – just saying.
Comment by Louis — May 10, 2010 @ 8:01 am
For some strange reason I suspect this dressingroom-cam idea is not going to last very long . .
Comment by brian — May 11, 2010 @ 11:31 am
Inspite of the heavy advertising potential… the idea of having a camera in the dressing room doesnt sound appealing to me. I myself would think twice before entering Diesel dressing rooms now!
Comment by Maneet Puri — May 11, 2010 @ 10:54 pm
Inspite of the heavy advertising potential… The idea of having a Camera in the dressing room sounds scary. I myself would never feel comfortable with this one.
Comment by Maneet Puri — May 11, 2010 @ 11:00 pm
It is just a great idea, which attracts to point of sale. I am totally convinced, that there is a logical bridge between point of sale and social media.
very well done, diesel!
Comment by bert martin ohnemuel — May 11, 2010 @ 11:19 pm
FYI the camera isn't in the dressing room, it's in the hallway.
Comment by Sharon — May 12, 2010 @ 7:43 am
I am glad Sharon pointed that out even though it is shown in the video above. Fantastic idea!
Comment by Fabian — May 12, 2010 @ 11:47 am
I think it will appeal to those Facebook fans who like this kind of stuff, I don't think it will bother anyone as long as the cameras can not be moved or changed angles, they need to stay in one place and away from the dressing rooms otherwise it would be very uncomfortable for people to snap shots of those undressing
Comment by Lorna — May 12, 2010 @ 2:18 pm
Everyone has his own cam and Facebook in the pocket. It´s called Smartphone. Where is the essential benefit using this xxl cam?
Comment by Frank Rix E-Mail-Mar — May 17, 2010 @ 4:36 am
Frank – Not everyone has a smartphone. In fact, according to comScore, only around 20% do. So, yes, those who do have those devices may not find a need for this, but that's only a portion of the people going to that store.
I think that this is a fun, engaging way to get Diesel-branded images out on the web. Best of all, it's not just Diesel on Facebook pushing their brand, but their customers pushing Diesel to their friends. Win!
Comment by Alicia — May 17, 2010 @ 10:13 am
Very fun idea! One could get feedback from friends practically real time on the fashions they were trying on. I'm an iPhone user but I would be much more inclined to share a new pair of jeans I was trying on via this medium than I would be to take a picture of myself with my iPhone and post it on my Facebook account.
With Facebook's new location based application, users could make new friends in the dressing room. It all sounds quite fun!
Comment by JC Elliott — May 17, 2010 @ 10:32 am
Am I the only one not seeing the potential of this idea?
You have to go through a lot of hasselhoff to get your picture posted. (start, connect and login to facebook,post picture,…) You totally lost the essence of facebook connect (which is making sharing easy and not more difficult).
Why isn't the whole thing mounted on a mirror? ( adding one step to the progress = first check in the mirror if you look ok, then start all the loging in shit and connecting stuff ).
I dunno, I see another blown up case movie about some half idea placed in one little shop somewhere edited with some fast forwards and hip music.
Comment by Luke — May 19, 2010 @ 7:23 am
Brilliant.
Comment by steve — May 28, 2010 @ 11:48 pm
Nice tool. But it seems that there already is a more advanced version in stores!! I read about the Tweet Mirror, and it looks kinda cool. You don't have a small screen, but you can actually use the mirror for trying on and comparing your outfit. And you can directly post it on twitter! What do you think of this? http://www.youtube.com/watch?v=srdFNKNo5xE
Comment by Rosa — August 12, 2010 @ 1:04 am
[...] in a way that is less alienating to the average consumer than something as sparkly and trendy as Dieselcam, the camera in the fitting room that allowed shoppers to send pictures to their friends to help [...]
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