Fashion label H&M has partnered with augmented reality platform developer GoldRun to promote its new fall/winter line through GoldRun’s free augmented reality app for iPhone. The promotion is part of the ongoing tenth anniversary celebrations for Conde Nast’s Style.com. Users who download the app will be able to view, interact with, and take pictures of virtual selections from the fall/winter H&M line of fashion and accessories whenever they’re in front of one of H&M’s ten Manhattan retail locations.
The H&M promotion allows iPhone users to view, interact with and take pictures of virtual H&M apparel and accessories in front of any of the fashion retailer’s 10 Manhattan locations. Users simply select the items they want to view and then capture them by snapping a picture to receive an instant 10 percent discount on any H&M purchase. “The most innovative aspect of the H&M promotion is related to its combined use of augmented reality and GPS, and its ability to deliver an immediate, context-sensitive reward,” said Shailesh Rao, vice president of creative at GoldRun, New York.
The GoldRun app, available for free from the Appstore, launches with an H&M promotion that allows iPhone users to view, interact with and take pictures of virtual H&M apparel and accessories in front of any of the fashion retailer’s 10 Manhattan locations. Users simply select the items they want to view and then “capture” them by snapping a picture to receive an instant 10% discount on any H&M purchase. Through GoldRun, shoppers will be able to virtually try on outfits, take photographs, and post these images to Facebook to create their own personal look books.
GoldRun uses its augmented reality platform to help brands, ad agencies, and organizations create highly localized, targeted activities called “runs” that can engage users through smartphone handsets. GoldRun’s augmented reality platform lets users of its free app for iPhone view and take pictures of virtual objects that only appear when a phone’s GPS sensor confirms that the user is in a real-world target location. GoldRun’s platform also contains social features, like the ability to immediately upload photos of the virtual objects to a user’s Facebook accounts. GoldRun combines the visual impact of augmented reality and the precision of GPS to deliver virtual goods, user rewards and interactive advertising in the form of social media games, virtual guides, couponing and loyalty programs.
This allows a GoldRun promotion to take on a viral, social aspect as users post images of themselves interacting with virtual objects from major brands like feature films, sports, and fashion lines. GoldRun says its content management system makes it easy to create and launch a run in a matter of days. GoldRun’s CMS also means that marketers can quickly modify segmented, regional campaigns. A user’s interactions with any of the virtual objects that appear as part of a GoldRun augmented reality campaign can be tracked, allowing for detailed analytics on consumer behavior and purchasing patterns.
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