River Island has partnered with augmented reality company Blippar to offer shoppers interactive content around its new Rihanna collection.
The initiative sees A5 flyers in store loaded with rich media content including exclusive behind-the-scenes footage, latest news from River Island and access to the website to buy the collection itself. Consumers can activate the content by using the Blippar app on their smartphones; pointing their camera at the images.
They can also share their favourite items from the collection on Facebook and Twitter, as well as save them to their image library.
Stephen Shaw, opportunities director at Blippar said: “The most eye-catching and successful Blippar campaigns always feature the most engaging content – and the Blippar team have been excited to work with such amazing electric photography and exclusive video content; when you add superstar models such as Jourdan Dunn into the mix we’re confident River Island customers will be blown-away by the whole campaign.”
As Retail Week pointed out however, River Island’s lack of a mobile-optimised website leads to a poor user experience for those directed, somewhat belittling the benefits of such an initiative.