Tommy Hilfiger’s New Facebook Messenger Experience Combines Content, Commerce

SideFlix unlocks behind-the-scenes fare as more friends join with their mobile devices

The more friends who join, the more exclusive digital content is unveiled Tommy Hilfiger

Fashion brand Tommy Hilfiger unveiled SideFlix, a new Facebook Messenger experience that enables it to combine digital shoppable content with in-person social interactions.

Messenger users can click this link to activate SideFlix, after which they will be guided through an onboarding phase and then prompted to use the messaging app to invite friends to take part.

The more friends who join, the more exclusive digital content is unveiled.

When two mobile devices are placed next to each other, influencers Jia-Ye Wu and Mia Kong take users on a journey across Shanghai, ending up on the fall 2018 TommyNow Icons runway.

Adding a third device reveals behind-the-scenes content featuring influencers Tessa Barton and Cole Herrmann at the TommyXLewis VIP launch party in New York.

And starting Oct. 25, adding a fourth device will trigger influencers Kazuki Tagawa and Fuki from the designer’s Tokyo Icons event.

Tapping on any of the fall 2018 Tommy Hilfiger apparel featured within the digital content will enable people to save items to wish lists that link to the appropriate product detail pages on

Tommy Hilfiger's SideFlix Messenger experience
Tommy Hilfiger

Facebook Creative Shop global prototype lead Addie Marino said, “The magic of a fashion show is so much more than seeing a collection for the first time. The magic is in sharing the moment with the people who make it meaningful to you. And now, Tommy Hilfiger and Facebook Anthology have partnered to launch a new experience called SideFlix to view and interact with video content simultaneously, by shopping together in real-life. Tommy Hilfiger has long been an innovator of democratizing fashion, and with its commitment to pushing the boundaries of storytelling and its desire to build a community around its show, we’re thrilled to see what’s next for this Anthology collaboration.”

Hilfiger added, “Digital innovation continues to be at the center of our strategy to democratize the runway. It’s about creating inclusive moments that bring our global audiences together. The Facebook SideFlix experience transforms traditional social-shopping experiences with friends by fusing digital and physical interactions. Consumers can see the collection worn on and off the catwalk at our events in Shanghai, New York and Tokyo, virtually traveling the world to shop their favorite styles.” David Cohen is editor of Adweek's Social Pro Daily.