Our idea was to create the holy grail of communications-branded entertainment that's e-commerce which is also on customer's terms. We launched Nordstrom's own web channel, Silverscreen, to deliver fashion, music fun and inspiration directly to customer's desktops. Consumers could download Silverscreen from a microsite to their desktops. On their own time, they then could watch- and shop from -remixed 1980s music videos featuring original tracks by Fatboy Slim and Junkie XL. They could also create their own 80s remixes just by assembling outfits on a model as they shopped. As we released new content, the desktop player was automatically updated.

We launched with a party for the fashion trade featuring the GO-Go's live. Celebrities such as Lindsay Lohan and Serena Williams added credibility and fun. On Launch day, we invited Nordstrom customers via e-mail to NordstromSilverScreen.com to download the Silverscreen player.To promote this unique piece of fashion entertainment, we created authentic music poster art. We ran the posters as Guerilla wild postings in urban markets. Online posters were placed on fashion and entertainment websites, and we placed a poster insert in entertainment weekly. We also promoted Silverscreen on Nordstrom.com and in the Nordstrom catalogue.