BoohooMan Launched Its First Augmented Reality Campaign for Black Friday
Laura McQuarrie — November 15, 2021 — Marketing
References: boohooman & fashionunited.uk
Ahead of Black Friday, online fast-fashion retailer BoohooMan debuted its first-ever augmented reality campaign called Hack Friday. The campaign spotlights a digital character called Robin who offers "unexpected discounts" to consumers.
The global campaign includes billboards and posters outfitted with a QR code that can be scanned to initiate the augmented reality experience. In the campaign, the hacker Robin comes to life to bring additional deals to shoppers, which can be used on top of site promotions. In this way, consumers are rewarded with higher percentages off by immersing themself in an engaging experience with the brand's Hack Friday campaign.
BoohooMan's head of e-commerce, Victoria Pearson, said “Our aim was to lift traditional billboard spaces by utilizing augmented reality alongside the cyber hacking revolution."
The global campaign includes billboards and posters outfitted with a QR code that can be scanned to initiate the augmented reality experience. In the campaign, the hacker Robin comes to life to bring additional deals to shoppers, which can be used on top of site promotions. In this way, consumers are rewarded with higher percentages off by immersing themself in an engaging experience with the brand's Hack Friday campaign.
BoohooMan's head of e-commerce, Victoria Pearson, said “Our aim was to lift traditional billboard spaces by utilizing augmented reality alongside the cyber hacking revolution."
Trend Themes
1. Augmented Reality Campaigns - There is a disruptive innovation opportunity for companies to incorporate AR technology in their ad campaigns to enhance consumer engagement and create a personalized brand experience.
2. QR Code Integration - The use of QR codes in advertising can provide an immersive experience for customers and generate higher sales for businesses.
3. Virtual Spokesperson - Creating a virtual spokesperson can engage customers, drive sales and enhance brand loyalty.
Industry Implications
1. Fashion and Apparel - Fashion and apparel companies can use AR campaigns to provide a virtual dressing room and create immersive shopping experiences.
2. Retail - Retail companies can add digital dimensions to their marketing campaigns to differentiate themselves from competitors and drive traffic to their stores.
3. Advertising - QR codes can be used in advertising campaigns to provide consumers with a unique experience and increase brand engagement.
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