Mercedes-Benz Fashion Week Australia Increases Fashion Fan Engagement and Designer Video Views Globally

UK, London, 16th April 2013: IMG Fashion’s continued partnership with global online video distribution specialist Rightster, further connects the consumer with designers at Mercedes-Benz Fashion Week Australia as part of a comprehensive digital strategy for 2013.

Utilizing Rightster’s technology, the IMG Fashion partnership enabled a unique live player on designer websites and a 24/7 live stream of all shows on JASU.com. This distribution resulted in more than 30,000 video views delivered via desktop (64%) and mobile (36%) in over 66 countries. Online engagement surpassed the global fashion week standard 12-minute view time, as audiences for Mercedes-Benz Fashion Week Australia spent more than 24 minutes watching the live stream. Viewers engaged with the live shows (61.5% of views are during the live catwalk) and rebroadcasts as well as backstage and front row interviews, all shot by InDigital Media the leading global fashion week video production company.

“Being able to live stream our show this year had a hugely positive response. Our customers were excited to be able to see the show happen in real time and we were very happy to be able to share our special 10 year anniversary show with a much larger audience.” Camilla Freeman-Topper, designer of Camilla and Marc, the opening show of Mercedes-Benz Fashion Week Australia.

This continued collaboration between IMG Fashion and Rightster enables designers to offer innovation in the digital space and opens up access to the media industry, increasing audience engagement and traffic worldwide. Media outlets around the world were offered video on demand content via a portal within hours of the show finishing. The video on demand shared the runway highlights with more than 40 media sites. This increased the reach to over 90 countries around the world, opening global opportunities for participating brands. Top countries outside Australia in order of traffic: US, UK, Canada, China, New Zealand, Sweden, France and Brazil.

“Rightster focuses on making the task of streaming, hosting, distributing and promoting online video content to a global audience as efficient and simple as possible for all the stakeholders at Mercedes-Benz Fashion Week Australia. We enable designers, the media and sponsors, to focus on their core business while we take the complexity out of reaching their online audience wherever and whenever they want to engage” said Tabitha Goldstaub, Co-Founder and Senior Fashion Director at Rightster.

Nicole Warne, the Mercedes-Benz Fashion Week Australia Insider, hosted the content. Viewers were given access all areas of the event, the live stream and subsequent on demand content included designer interviews, vox pops, backstage tours and on camera chats with the worlds leading fashionistas.

For any questions regarding the event please contact: stephanie.atkinson@rightster.com.