Very launches first AR campaign

Very.co.uk to partner with The Sun’s Fabulous magazine to launch the first in a series of augmented reality marketing initiatives as part of a test and learn push during the Christmas season.

Very to trial mobile and augmented reality innovations during Christmas.
Very to trial mobile and augmented reality innovations during Christmas.

The Blippar-powered initiative includes a four page advertorial feature within the glossy supplement mag that allows readers to interact with nine different outfits featured in the ad.

Readers will be able to view catwalk footage and behind the scenes content from the ad as well as click through to individual items on the retailer’s website.

Very is also planning to trial a number of other augmented reality and mobile initiatives during the busy Christmas period as a way to test concepts to build into its 2013 marketing strategy and says that almost a third of its traffic already comes through mobile devices. An increasing amount of interaction with the brand and its product ranges is when consumers are on the move.

Dan Rubel, head of marketing at Very.co.uk, says: “Very.co.uk is all about demystifying the weird and wonderful world of fashion and providing our customers with style inspiration. Introducing augmented reality into our print and outdoor advertising is a natural step that we’ve been looking at for some time.

“By removing the need to hold your mobile device still over an image to view video footage, Blippar has succeeded in refining the concept of augmented reality. This makes it easier and smoother for shoppers to use when on the move or viewing lengthier rich media content.”

Recommended

Mindi Chahal

The battle for consumer trust

Mindi Chahal

Despite the lack of trust in high street banks, retailers looking to take market share from the big players and provide financial services for consumers will have to work just as hard to gain their confidence.

The Youth 100 list

Josie Allchin

Brand % Like % Love Total % of love & like YouTube 40 55 95 Wikipedia 37 56 93 Cadbury’s 37 55 92 Google 39 52 91 BBC 54 35 89 Skype 51 37 88 Doritos 43 44 87 Boots 62 25 87 Amazon 42 44 86 Cancer Research 43 42 85 H&M 49 35 […]

charities

‘Branding is a secret weapon for charities’

Rosie Baker

Branding and marketing are “secret weapons” that will help charities to attract more donations and raise awareness as marketers fight a hard battle for investment within many charity organisations, according to a new report.