ABOUT THE PROJECT
Turning Steve Madden’s Fall ‘24 collection into an IRL video game
A two day event that took guests into the glamorous (and dramatic) world of Steve Madden with a fully immersive game experience, Sole Survivor.
CHALLENGE
Grab the attention of the press, tell the iconic story of Steve Madden’s rise to shoe fame and keep a group of discerning influencers entertained throughout.
OUR IMPACT
- 00M
- Likes on social media
- 0m
- People reached
- 1,119
- Social post created
- 000%
- Uplift in google searches
THE OUTCOME
That’s showbiz, baby!
Drawing inspiration from marketing trends within the fashion industry, we identified that the video game aesthetic would really appeal to our audience. This solidified as we dove deeper into Steve’s brand story and turned into us making a real-world video game rather than just leaning into a vibe.
Unfolding over two days, attendees were immersed and participated in a dynamic game where fashion met high-stakes competition in an interactive storytelling experience. Following Steve’s most iconic moments, we took guests on a journey from rebellious 90’s Wall Street to the viral era of today, all in central London. Featuring immersive set designs, we transformed a modern space into 90s Wall Street through some incredible prop sourcing, which included Slimfast mugs, ashtrays and snow globes of the NYC skyline. A theatrical experience at heart, Sole Survivor was a hot pink fusion of environmental storytelling with a digital layer.
Level up
The event was brought to life through a custom-designed app, where each ‘level’ of Sole Survivor correlated to Steve’s life story and connected physical moments with digital storytelling. From his humble beginnings slinging shoes out the back of his car, to his time in New York which led to a little stint in jail, and ended in a major party that celebrated Steve’s continued success, the levels also related to key looks from the Fall ‘24 collection for a cohesive product presentation.
The app’s visual identity, the aesthetic of the personalised avatars, and even the distinctive corpcore tone of voice were all designed with the audience in mind whilst staying true to the brand. This one was for all the office girlies.
Earning the big bucks
Throughout the event, attendees could gain Steve Bucks as digital currency. These digi-dollars were automatically awarded for attending activities, posting on socials and participating in the gamified elements at each level. The goal? To climb to the top of the leaderboard and embrace the spirit of Steve Madden’s epic rise to success.
The experience culminated at the Dynasty Party, a mob-wife-esque fashion ball where guests risked it all at the casino table to try and earn more Steve Bucks before the competition closed. It was then announced there were three winners (not just one that was intended) who had all played dirty to win the top prize, a flight to NYC. The party’s grand finale was a fashion show, that featured the IRL non-playable characters strutting their stuff down the catwalk in Steve Madden’s latest collection.
“Imagination hosted our vibrant and creative Steve Madden event that captivated wholesale, retail partners, media, stylists, fashion enthusiasts and influencers from all of Europe. The event showcased the latest collection, featuring innovative designs and bold styles that reflected the brand’s edgy aesthetic. Imagination’s brilliant design concepts were visible at every turn, from eye-catching displays that showcased the latest collection to interactive installations that allowed attendees to engage with the brand in unique ways. The event ended with an extravagant Dynasty-themed party on Thursday evening, expertly crafted by Imagination with an amazing fashion show. The atmosphere was electric, filled with creativity and innovation. The venue was lavishly decorated to reflect the glamorous collection. Overall, Imagination’s creative direction transformed the Steve Madden event into an unforgettable experience, blending fashion, fun, and a touch of nostalgia, leaving attendees inspired and eager for more. We are really pleased with the outcome of the event and they exceeded our expectations! Creativity and innovation were key. Thank you Imagination for this unforgettable experience!!!”
Martin Van Bentem PR & Communications Manager Steve Madden EU
VALUE
For the audience
Exploring bold and unconventional ways to show off Steve Madden’s Fall ‘24 collection resulted in an unforgettably immersive and theatrical gamified experience that blended fashion, fun and a touch of nostalgia that left attendees feeling inspired and eager for more.
For the brand
A PR experience that really lived up to Steve Madden’s notorious, unapologetic attitude, we created a one-of-a-kind event for the brand and its new collection, generating media coverage worth £3.17m and reaching over 64m people.
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