MediaCom Manchester has produced a new TV advertising campaign for fashion brand Missguided, which will air during tonight’s MOBO Awards on ITV2 with a new ‘social TV’ platform to incorporate real-time user generated content into live ad breaks.

The platform – called ‘STORY’ – was developed by Norwegian company,

Missguided’s new campaign os already on air across various channels. The new version of the 30 second advert will run first tonight on ITV2 and various other key peak spots to reach key 16-34 female viewers throughout November.

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Developed by Missguided, which is also based in Manchester, the creative features a mix of international ‘influencers’ showcasing this season‘s styles, with customer videos weaved into the creative. Viewers will be invited to upload their own footage to social media platforms including Facebook, Instagram, Twitter and Vine using the hashtag #cantisabadword, at which point Missguided will use STORY to choose which submissions will be featured live on TV.

Missguided’s collaboration with MediaCom and STORY builds on recent campaigns featuring Nicole Scherzinger and Pia Mia.

Aleks Certa, associate director at MediaCom, who coordinated the campaign with Missguided, said: “It’s always exciting to be pioneering new ideas and technologies. ‘STORY‘ gives us a fantastic opportunity to see the worlds of social media and TV advertising collide seamlessly and powerfully and we’re looking forward to helping Missguided’s fans play a starring role in the brand’s return to TV.“

Sarah Lynch, Global Brand Manager at Missguided, added: “ Missguided’s customers are among the most social media savvy and switched on people in the UK and across the world, and this exciting technology gives us the opportunity to reach out to our fans and followers in a more dynamic and impactful way than ever before.”