OF THIS MINUTE: Michael Kors lights up Times Square on World Food Day to Watch Hunger Stop - Men's Folio
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OF THIS MINUTE: Michael Kors lights up Times Square on World Food Day to Watch Hunger Stop

  • By Men's Folio

The objective was to drive viewers to watchhungerstop.com, the brand’s microsite, where they could engage, learn, share and donate to WFP. The billboards were updated throughout the day with dynamic content pulled in from Instagram (all photos tagged with #watchhungerstop) and from Phhhoto booths from the around the world. These Phhhoto booths—kiosks that create stop-motion GIF clips—were set up in select Michael Kors stores in New York, Rio de Janeiro, Berlin, Hong Kong and Tokyo. Everyone who had their picture taken in a Phhhoto also received their GIF via text and was encouraged to share it on their social networks with the hashtag #watchhungerstop.

On the watchhungerstop.com microsite, redesigned and mobile-optimized for the campaign, users were able to view the same user-generated content—pulled in from Instagram and Phhhoto booths around the world—featured on the Times Square billboards. They were also able to delve deeper into the stories behind the cause. The microsite, an ongoing feature on DestinationKors.com, features editorial content, details about WFP and World Food Day, special messages from celebrities, activists and influencers, information about various ways to get involved, and links to purchase the special-edition 100 Series watch—a timepiece designed exclusively for Watch Hunger Stop. For each watch purchased, Michael Kors donates US$25 to WFP, enabling the delivery of 100 meals to children in need. Prior to World Food Day, Michael Kors had delivered more than 1.7 million school meals to hungry children.

“Watch Hunger Stop is a huge initiative for the Michael Kors brand, and we wanted to engage as many people as possible in the most exciting way imaginable,” says Lisa Pomerantz, Senior VP of Global Communications and Marketing. “Digital and social media play a big part in our overall global communications, so we felt confident that engaging people via Instagram and other platforms would generate both engagement and real awareness of the cause of world hunger. Taking that media to Times Square brought it all full circle—the conversation took place both publicly and privately—and we’re thrilled with the results.”

Of This Minute Michael Kors Lights Up Times Square On World Food Day To Watch Hunger Stop 1 Of This Minute Michael Kors Lights Up Times Square On World Food Day To Watch Hunger Stop 2 Of This Minute Michael Kors Lights Up Times Square On World Food Day To Watch Hunger Stop 3

Of This Minute Michael Kors Lights Up Times Square On World Food Day To Watch Hunger Stop. Of This Minute Michael Kors Lights Up Times Square On World Food Day To Watch Hunger Stop 1.