The Crown Estate, the team behind Regent Street, has launched an online hub to pull together social media content about the West End destination from around the web.
The Crown Estate, the team behind Regent Street, has launched an online hub to pull together social media content about the West End destination from around the web.
The website, 247.regentstreetonline.com, enables shoppers to engage with retailers that have stores on the street, and other customers talking about the shopping destination. Conversations are pulled in from the main social media platforms – Twitter and Facebook – as well as videos from YouTube and audio from SoundCloud.
Creating a site like this is a great way to make the most of user-generated content to increase awareness and drive a marketing campaign. While at launch the site looked clean and modern, without an element of curation there may be an imbalance of content – too many tweets and not enough images, for example – which could spoil the look. As well as retailers, the hub includes restaurants, cafes, bars and hotels.
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