High-street fashion retailer H&M is now using an augmented reality (AR) app, GoldRun [iTunes link], for its New York City preview collection.
Users get to interact with and capture pictures of virtual H&M apparel and accessories in front of any of the 10 retail stores in 10 Manhattan locations. Through AR, users simply pick the items they want to view and then ‘capture’ them in their phones to receive an instant 10% discount on any H&M purchase.
It is uncomplicated. “AR + Virtual Goods = More Rewards”, as the GoldRun app shows.
Tapping into the latest technology around, this novel and pioneering approach o location-based marketing has come to represent the new age of marketing today.
“After a decade of developing digital media campaigns for top tier brands and recognizing the explosion in smartphone sales and increasing interest in location-based marketing, I realized there was a need for a new type of media buy, one tailored for the mobile space,” said Vivian Rosenthal, CEO of GoldRun and co-founder of digital media studio Tronic.
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It looks like Alice in Wonderland-themed cosmetics ranges aren’t the only way the 3-D movie spectacular has infiltrated the beauty world. Dior has just released a new “augmented reality” Web site for its Miss Dior Cherie perfume to bring the popularity of three-dimensional technology to fragrance. The idea is to provide a live direct or indirect view of a physical real-world environment with elements that are enhanced by computer-generated imagery. In this case, the physical real-world environment is a colored picture of the Dior fragrance ad that you can print out from your computer. Once it’s printed, you simply hold it up to your Web cam to reveal a pop-up book version of the image on your screen. From there, all the newly visible elements are clickable, including a bouquet of flowers that leads you to information about the feminine eau’s floral notes (which include violet, pink jasmine, and strawberry leaves) and a camera icon that takes you to a cut of Sofia Coppola’s fantastically happy commercial for the scent starring Maryna Linchuk. The short film itself is not in 3-D, unfortunately, but we would happily don a pair of those black-rimmed, cornea-bending glasses to watch its scenes of candy-colored macarons and warm Parisian sunlight jump out right in front of our face. Virtual reality can be oh-so satisfying.
