Forever 21 amplified their engagement on Instagram by teaming up with the company, Breakfast, to create a live-streaming experience which recreated Instagram photos with thread in real-time.
The massive threading machine, dubbed as the F21 Machine, consists of 6,400 wooden spools, stands at 11 feet high, is 9 feet wide and has the ability to turn Instagram photos with the hashtag #F21ThreadScreen into threaded art that is viewable by the world.
Merging the creative structure of Instagram with the artistic potential of thread, Forever 21 has created a “web-connected experience” where followers and fans of Forever 21 can watch hashtagged photos being recreated live on f21threadscreen.com. Brands are continuing to find innovative ways for increasing engagement on their social media accounts, and Forever 21 has blended UGC with an original web experience that makes their followers want to stick around to appreciate their content being turned into art beyond the Instagram platform.