A fusion of digital and human interaction, Sportsgirl’s Flavourlicious Van is bringing shopaholics, bloggers and those of us with a raging sweet tooth together for an utterly unique and colourful social experience.



After making its first pitstop in Melbourne last weekend, the Sportsgirl Flavourlicious Van is making its way up the Australian Eastern seaboard, bringing consumers the opportunity to get involved in a one of a kind digital interactive experience. Sportsgirl have embraced the emerging and ever evolving digital world and are keeping the power of the web and social media at the forefront of their minds and at the heart of their thinking.

The van takes the fun, nostalgic aesthetic of an old-school ice-cream van and, in an exciting fusion of the old and the new, have turned it into a total digital experience. Users are invited to scan an item of their clothing and once registered, are handed an icy pole matching the colour of their garment via a trap door built into the van, seamlessly mixing digital and human interaction. Australian actor Isabelle Cornish, the gorgeous face of the Sportsgirl Flavourlicious van and younger sister of Abbey Cornish, can be seen demonstrating the scanning process via a video projection on the side of the van.

The van has visited Victoria and New South Wales so far and is due to hit Queensland next weekend. For those who are unable to catch the van, Sportsgirl have translated the experience for users of their website, enabling consumers across the country to follow the adventure through an interactive map. Users are given the option to scan their item of clothing through their webcam or by spinning a colour wheel to determine their colour. Once the colour has been detached, users are printed with a collection of the latest season trends in their delegated colour and asked to share their favourite summer memory in 25 words or less to go into the running to win a $1000 Sportsgirl voucher.

Sportsgirl teamed up with Victorian agency TKM9 to create The Sportsgirl Flavourlicious Van concept. “With digital at the forefront of our minds, Sportsgirl are committed to pushing the boundaries of digital innovation,” says Triona Maddick, Sportsgirl’s Strategic Brand Manager. “The Sportsgirl Flavourlicious Van offers our customer an exciting multichannel experience. Sportsgirl have recognised digital as our customer’s new playground, this finding being amplified by the launch of Sportsgirl’s Instagram platform, which in a short 10 days gained 4,000 followers. In light of this, the relevancy of digital dialogue will continue to play a major role in our thinking as we take this omni-channel approach to our communications strategy in 2013.”

Visit http://flavourlicious.sportsgirl.com.au to follow the adventure from home!

About The Author

Gemma Watts

Gemma Watts has worked in the fashion media industry since 2012, writing for and being headhunted by some of the country's leading fashion and beauty companies. With a Diploma of Professional Writing and Editing and a Bachelor of Communication (Journalism) under her belt, Gemma is able to combine her two greatest passions as Couturing's Fashion Editor- fashion and writing.

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