Based on a case study and expert interviews, the present paper takes a detailed look at the origin, mechanisms and results of the Speedy Tuesday operations conducted by the Omega watch brand and the Speedy Tuesday community on Instagram. Our findings point to a profound evolution in communication codes that are based on a co-creation dynamic with lovers of the brand, relayed on social networks. This development has led to what we have called “communication-distribution morphing”, in other words, a hybridization of communication and distribution channels.
CITATION STYLE
Courvoisier, F. H., & Roederer, C. (2020). Speedy Tuesday: Omega’s Adoption of Communication 4.0. In Palgrave Advances in Luxury (pp. 205–220). Springer Nature. https://doi.org/10.1007/978-3-030-25654-8_9
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