1999 – Victoria’s Secret holds their annual fashion show after dealing with the networks for the last 10 years. The event attracts attention – 1.5 million visitors to be exact in 90 countries. The company uses the same idea the next year to rousing success. This was considered the first Major Successful webcast.
Ads were run on Wall Street Journal, New York Times and other print publications. However, it was the ad spot on the Superbowl that would cause the uproar. Within minutes of the commercial airing, 1 million people logged onto the site – causing it to crash. This is pre- iPad or even pre-laptop for most so they had to move to where their computers were. The ad said:
The Broncos won’t be there. The Falcons won’t be there. You won’t care. Victoria’s Secret fashion show LIVE in 72 hours
Because of the number of viewers, many were denied access simply because there wasn’t server space. Something Victoria’s Secret addressed the next year. They went with Akamai for the event.
This also showed that not only that webcasts can be successful, but we are also ushering in a new age of viewing.
Victoria’s Secret went back to Network television in 2001 (ABC). Even though the numbers were good, they didn’t match the 12 million viewers ABC brought to the table.