Advertising agency Arnold Amsterdam today launched a Facebook marketing campaign for clothing brand Stüssy that is very controversial, to say the least. In fact, it's actually not allowed, according to Facebook's own rules. You can see the Facebook app which is featured in the above video here: Strip for Likes.
The firm found a model on Facebook, dressed her up in every piece of men's clothing from Stüssy's Spring/Summer 2012 line, and then had her strip off all the clothes as the Facebook Page gets more Likes. Facebook users can also invite their friends to the Page so they can Like the campaign as well.
Here's how Arnold Amsterdam describes the campaign:
We always complain about brands that are begging for Likes. But "Strip for Likes" for Stüssy's Facebook fanpage at least uses the mechanism in an original way. The more likes, the more clothes come off. What's smart about it is that once you've liked the stripper, you'll be inclined to come back and see what her status is. On top of that you'll see a whole bunch of Stüssy clothes; she thus actually becomes a catwalk stripper. Nice, simple, and effective.
I'm not quite sure why Stüssy wants to associate its brand with a stripper. What is clearly directed at Stüssy's male audience could easily alienate its female consumer base. Furthermore, Stüssy probably isn't aware the campaign isn't allowed on Facebook.
Under the Facebook Pages Terms, there's a section called Promotions, which features these two points (the second one is almost exactly what is happening here):
- You must not use Facebook features or functionality as a promotion's registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant.
- You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion.
"As you can imagine the model must be suffocating under that many layers of clothing," Colin Lamberton, Creative Arnold Amsterdam, said in a statement. "It is almost a public duty to free her out of this misery so we are expecting Facebook fans to help out here. Like and undress."
"As a contemporary brand you need to be wherever your fans live, shop or play," Sean Thompson, Head of Creativity of Arnold Amsterdam, said in a statement. "Facebook plays an integral part of their lives, Stussy AMS' Facebook is therefore an important platform to engage with fans inform them or just share the fun."
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