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Superdry unveils Idris Elba collaboration

Superdry is launching a new premium men's collection in collaboration with actor Idris Elba today.


Superdry unveils Idris Elba collaboration

Superdry is launching a new premium men's collection in collaboration with actor Idris Elba today.

The Idris Elba + Superdry Menswear Collection for Autumn/Winter 2015 will be unveiled by the Luther star himself at the brand’s Regent Street store in London.

The campaign is being supported by a new social media strategy that includes a total pause in activity for 24 hours to build suspense. Following this, an Idris Elba Instagram takeover will be deployed; turning the social platform into a hub for Superdry to host images of the Luther star, shot by acclaimed fashion photographer Rankin.

The Instagram takeover will also offer access to exclusive behind the scenes content, aiming to take followers on a journey into the world of Idris Elba + Superdry. Elba will also be taking over Superdry's Facebook and Twitter, with exclusive teaser videos being shared to offer a preview of the collection in the lead up to the launch event.

Superdry said the use of traditional social platforms together with activity on up and coming social channels such as Snapchat and Periscope will help it to reach each target demographic and feed content to the audience both exclusively and publicly.

Throughout the launch, competitions and giveaways will also be held online to encourage fans and customers to get involved in the campaign.

Kat Jameson, head of Marcom at Superdry, said: "There has been substantial investment in both the collaboration with Idris and the promotion behind it. To ensure the campaign is executed in the best way possible, we have pulled in each department to partake in the holistic approach, including team members from our SEO, e-commerce, retail and social media divisions. Ensuring that social media is at the heart of a multi-channel campaign is integral to its success.”


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