MANGO LAUNCHES A MINI-SERIES TO PROMOTE WHATSHOULDIWEARBYMANGO.COM

The microsite will become an online series which tells the story of four friends. 

MANGO, Spain’s most international fashion brand, will launch the eighth season of its whatshouldiwearbymango.com microsite with an original and novel format on 15 March. For this season, the brand has opted for a mini-series inspired by highly-successful American television shows like Sex and the City to present its styling tips, making it one of the first fashion brands to create a fictional mini-series produced in-house. The aim of this initiative is to entertain the microsite users by offering them advice applied to real life situations.

The mini-series was filmed entirely in Los Angeles, in highly representative locations such as: Hollywood Boulevard, the walk of fame, Woolworth House, the home of Priscilla Woolworth and considered by the Los Angeles Times one of the most stylish houses on the California coast, Stahl House, a true icon of the Hollywood hills which has become a cinematographic reference, Rae’s, the quintessential LA diner, Pacific Park, an emblematic amusement park located on Santa Monica beach, Club Ed, a curious complex located in the middle of the California desert which was built in 1990 for the film featuring Dennis Hopper, Eye of the Storm, and Nick Metropolis, the most stylish outdoor market in Los Angeles, an ideal place to find curiosities, furniture or even famous Hollywood posters.

Comprising eight episodes, each with a duration of 5 minutes, this online series has a single plot line and tells the story of four best friends: Cristina (Jessica Reid), Alexa (Meagan Lee), Taylor (Fernanda Romero) and Anne (Jackie Clanton). The miniseries features real people like the stylist Luke Storey or bloggers of the stature of Rumi Neely (http://www.fashiontoast.com), Natalie Suarez (http://natalieoffduty.blogspot.com) and Julie Sarinana (http://sincerelyjules.com), who offer their own fashion tips to the characters. What’s more, the competition winner from the previous edition of whatshouldiwearbymango.com, the Turkish the microsite user Deniz Uzun, participated in the filming by making a cameo appearance in one of the episodes.

In order to maintain the interactive format which characterises the microsite, in certain episodes MANGO will offer microsite users the option to choose the ending of the episode by voting on the social network sites Facebook, Twitter and the blog Keep the Beat. This will not only make it possible to obtain feedback from microsite users, but also add value to whatshouldiwearbymango.com and make it more viral.

As well as English, the mini-series will also be available in the following languages: Arabic, Chinese, Spanish, French, German, Hungarian, Japanese, Polish, Russian and Turkish.