Since their initial plunge into live-event Internet broadcasting in February of 1999, Victoria’s Secret has been tops in one of Netcasting’s biggest arenas: live events.
“Our secret lies in our 360-degree multichannel brand marketing,” explains Ken Weil, vice president of new media for Victoria’s Secret.
“Customers reach us in our stores, catalogs and on the Internet, giving them the power to connect with us whenever and however,” says Victoria’s Secret catalog and e-commerce president-CEO Cindy Fields.
Garnering 1.5 million viewers, and more than 2 million last month with the May 18 Cannes 2000 Amfar benefit fashion show, the lingerie and beauty company — which launched VictoriasSecret.com in December 1998 — holds stature as the producer of the highest-trafficked online live events; though a number of live streamings of kudocasts, concerts and celebrity chats in the past two years have also attracted numerous eyeballs. “With live Webcasts we can touch people who otherwise cannot gain access to our shows,” says Weil. “The Internet is about immediacy and communication. It creates impact and reinforces the excitement of what is going on.”
Marketing efforts for Victoria’s Secret’s 1999 event — which reached more than 1 billion people in all — included a 30-second commercial spot during that year’s Super Bowl. Site garnered close to a million log-ons in the course of an hour after the spot aired. Other advertising tactics included full-page print ads in the Wall Street Journal, USA Today and Barron’s in addition to banner ads on TheStreet.com, among others.