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.”