Glossier and Shop Launched Posters with Geo-Gated Location Tech
Laura McQuarrie — August 6, 2024 — Marketing
References: adweek
Before launching its latest product, Glossier rewarded fans with a keen eye by sharing shoppable posters in New York, Los Angeles and Chicago. The treasure hunt-inspired activation was made possible in collaboration with Shop, the commerce app from Shopify, and the experience specifically spoke to consumers in these major cities with Shop’s geo-gated location technology.
“Our goal with this campaign was to be disruptive, find a fresh way to bring a new brow product to the market, and generate engagement within our community,” said Glossier CMO Kleo Mack.
Before Glossier's Boy Brow Arch officially launched, consumers in the aforementioned cities had the chance to find a poster, scan a QR code and purchase from Glossier’s store within the Shop app. Thanks to Shop’s geo-gated location tech, consumers outside of New York, Los Angeles and Chicago didn't have access to the product until its wider launch a few days later.
“Our goal with this campaign was to be disruptive, find a fresh way to bring a new brow product to the market, and generate engagement within our community,” said Glossier CMO Kleo Mack.
Before Glossier's Boy Brow Arch officially launched, consumers in the aforementioned cities had the chance to find a poster, scan a QR code and purchase from Glossier’s store within the Shop app. Thanks to Shop’s geo-gated location tech, consumers outside of New York, Los Angeles and Chicago didn't have access to the product until its wider launch a few days later.
Trend Themes
1. Geo-gated Marketing Campaigns - Brands are leveraging geo-gated location technology to create exclusive, city-specific promotions that drive local engagement and excitement.
2. Shoppable Media - Interactive shoppable posters and other media formats are providing consumers with seamless, on-the-spot purchasing opportunities integrated into everyday environments.
3. Treasure Hunt Activations - Marketing strategies inspired by treasure hunts are generating buzz and encouraging consumers to participate in brand experiences through engaging, location-based challenges.
Industry Implications
1. Retail Tech - Advanced technological integrations like geo-gated systems are transforming how retailers reach and engage with customers in specific locales.
2. Marketing and Advertising - Innovative marketing tactics such as location-based posters and interactive campaigns are revolutionizing consumer engagement and brand visibility.
3. E-commerce - The intersection between digital commerce platforms and physical marketing mediums is enhancing the consumer shopping experience and bridging online and offline sales channels.
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