Brands In Play
Welcome to Brands in Play - The podcast where we explore immersive marketing and the people who are leading it.
Brands In Play
What Do Karl Lagerfeld and Paris Hilton Have in Common With Your Brand Strategy?
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Episode 60 of Brands In Play features a conversation with Mirjam Schuele, SVP of Marketing at Karl Lagerfeld, joining Nic Hill, Val Vacante and Gigi Casimiro to break down how one of fashion’s most iconic brands is navigating innovation. From early NFT drops that sold out in seconds to digital product passports and immersive campaign activations with Paris Hilton, Mirjam shares how Karl Lagerfeld is balancing heritage with experimentation and why you have already lost the audience if they think it is marketing.
This week in the news: The Devil Wears Prada returns with deeper immersive brand integrations, Deloitte’s latest report highlights the growing power of fandom, a new immersive tech report signals market growth across AR, VR and spatial computing, and Meta’s latest smart glasses push intensifies the race for wearable dominance.
For our Real-Time Review, Gigi takes us inside Karl Lagerfeld’s Paris Hilton activation, an interactive, traveling mini “Maison” experience that brings the campaign to life through gamified storytelling, physical engagement, and immersive brand touchpoints across major fashion moments.
If you are liking the show, give us a follow. We break down how brands, platforms, and creators operate inside gaming, UGC Platforms and Immersive media.
The Brands In Play Episode 60 is now live on YouTube, Spotify, Apple Podcasts and everywhere else!
Chapters:
Intro - 00:00
Announcements - 01:31
News - 02:15
Karl Lagerfeld Review - 15:08
Mirjam Schuele Interview - 19:56
Subscribe - 45:55
Follow Mirjam Schuele - https://www.linkedin.com/in/mirjam-schuele-6b405054/
Follow Karl Lagerfeld - https://www.linkedin.com/company/karl-lagerfeld/
Follow Us:
Co-Hosts:
Nic Hill - https://www.linkedin.com/in/nic-hill-6553873/
Val Vacante - https://www.linkedin.com/in/valerievacante/
Producer / Editor
Edward Regue - https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/
Creative Producer
Dr. Giovanna Casimiro https://www.linkedin.com/in/ggcasimiro/
Creative Director
Ben Caro https://www.linkedin.com/in/caroprofile/
Website: https://www.brands-in-play.com/
#brandsinplay #karllagerfeldparis
