Designer Karl Lagerfeld has launched an edgy collection using augmented reality as the centre piece.
The launch, driven by NET A PORTER, happened in Paris, London, New York and sunny Sydney. Attendees had a chance of winning $1,000 worth of Net a Porter gear by tagging the shop window with their smartphone and tablets to reveal an augmented shopping screen that lead to a product purchase page. A few lucky ones received a winning message rather than the product purchase page.
I was impressed with the Sydney launch - it had buzz, intrigue and participation , all characteristics of a successful launch driven by cool and novel use of technology.
Participants downloaded the Karl app to take part in the shop front augmentation. The app looks the part with a neat HTML5 cube that navigates the content, including info on the collection, a Kalify yourself tool, game and augmented reality tool. Download the app here from itunes
Smartphone and Tablet integration should be a key component to any luxury/fashion brand launch given audience penetration. Mrs Porter and Mr Lagerfeld cracked a great launch, which drove strong participation vs the traditional stuffy way of relying on goody bags, people signing up to mailing lists/competitions etc.
Karl Lagerfeld can certainly afford to crack a smile across that stern poker face for great use of technology.
People are engaging for making their product ads by using the mobile. Mobile is the device through which you can every business have to make ads for their valuable customer and they can also expense for it.
ReplyDeletesignal booster