A pair of virtual yoga pants hovering in the middle of a park isn’t exactly how you’d expect the future of shopping to look, but it’s certainly a unique way to push exclusive product.
Outdoor Voices, the Austin-based activewear brand, has launched an augmented reality app experience at SXSW to do just that.
Encouraging attendees at the festival, as well as local residents, to get outdoors to a local park, the initiative surfaces particular product for users based on their location. Not dissimilar to the game Pokémon Go, it means you have to be in a particular physical space in order for that virtual item to appear through the AR.
Once you then find the items, you can explore them in 360-degrees, find out more information as well as click to purchase.
“[The app] allows some individuals to really experience it and kind of see the future of retail and of our brand’s commitment to being outside and getting people away from their computer. It’s a really unique combo of how we build technology in ways that still support our brand mission and also serve all of the people that for the most part purchase online these days,” Tricia Katz, senior software engineer at Outdoor Voices, told AdWeek.
The experience is only active for two days during the festival this weekend, but future iterations of the app will reportedly see new opportunities tailored to the weather and to location.
The entire campaign is very close to one launched by Peak Performance in 2015, which saw virtual pop-up shops appearing in rural locations at sunrise and sunset. This more advanced augmented reality version from Outdoor Voices provides insight into the way digital content overlaid on the real world is moving.