Complex is a cultural powerhouse at the intersection of fashion, music, and streetwear. Known for its influential media presence and community-driven events like ComplexCon, the brand has long been a trendsetter in how audiences engage with lifestyle content. As it expanded into digital experiences, Complex looked for ways to deepen real-time community interaction, especially during tentpole moments like ComplexCon.
<sprscript-green>The Challenge<sprscript-green>
Bringing the community closer, wherever they are
With the return of ComplexCon in 2025, the team wanted to extend the experience beyond the convention floor. While in-person attendees already had access to exclusive drops and surprise announcements, remote fans often felt disconnected. The goal was to build a real-time, mobile-first channel that could bridge that gap and create a sense of presence and community, no matter where the user was tuning in from.
<sprscript-green>Why social.plus<sprscript-green>
A social layer, purpose-built for cultural moments
To power this vision, Complex turned to social.plus for its ready-to-integrate SDKs, specifically the Social SDK, to enable an in-app Activity Feed. The team was looking for something lightweight, flexible, and fast to deploy in time for ComplexCon, but with the potential to grow into a richer social experience over time. Social.plus checked those boxes, offering the tools to launch quickly without compromising on future possibilities.
<sprscript-green>Implementation & Use Case<sprscript-green>
Laying the foundation for a social-first experience
The Social SDK was integrated in just a couple of weeks to launch the new Activity Feed inside the Complex app, giving users a centralized hub for all things happening around the ComplexCon event. From live updates and exclusive announcements to real-time interactions within the Complex community, the feed offered a simple but dynamic way to stay plugged in. One particularly engaging feature: users could “check in” to unlock venue-only perks and notifications, making the experience feel more personalized and in-the-moment, whether fans were in Las Vegas or following along from home.
<sprscript-green>Future Plans<sprscript-green>
Building on the momentum
While the initial launch focused on core functionality, Complex sees the Activity Feed as just the beginning. As the team continues to experiment with new ways of bringing their community together, social.plus will be key to scaling those efforts—whether it’s deeper interactivity, richer media formats, or new monetization features tied to engagement.
