Shoppers in New York and LA had a unique opportunity to purchase a limited edition release of the redesigned classic Airwalk, JIM. Partnering with GoldRun, Airwalk placed virtual replicas of the shoe within pre-designated areas of NYC and Venice Beach. "To be able to buy one of 300 limited-edition pairs...shoppers had to locate an image of the shoe via augmented reality". Upon finding the virtual good shoppers could use it to purchase the actual product - the pop-up store made invisible. GoldRun, an augmented reality iPhone app, allows users to collect virtual goods much like a scavenger hunt. GoldRun expressed that their "ability to subtly deliver brand messaging through compelling game-like experiences that also provide immediate and relevant user rewards" make it a good partner to all sorts of companies who would like to play in this space. Their recent H&M program is another great example of similar work.
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Wednesday, November 10, 2010
Using Augmented Reality to Sell Goods
Shoppers in New York and LA had a unique opportunity to purchase a limited edition release of the redesigned classic Airwalk, JIM. Partnering with GoldRun, Airwalk placed virtual replicas of the shoe within pre-designated areas of NYC and Venice Beach. "To be able to buy one of 300 limited-edition pairs...shoppers had to locate an image of the shoe via augmented reality". Upon finding the virtual good shoppers could use it to purchase the actual product - the pop-up store made invisible. GoldRun, an augmented reality iPhone app, allows users to collect virtual goods much like a scavenger hunt. GoldRun expressed that their "ability to subtly deliver brand messaging through compelling game-like experiences that also provide immediate and relevant user rewards" make it a good partner to all sorts of companies who would like to play in this space. Their recent H&M program is another great example of similar work.
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