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Campaigns Editor's pick Retail

Coach pop-up celebrates self-discovery with NY fairground experience

“Life Coach” pop-up

Coach’s newest pop-up, Life Coach, celebrates the label’s roots in New York City with a series of immersive experiences that aims to “heighten your senses, stimulate your soul and wake up all the feels”.

The activation, which is running from June 12 through to June 17 in the Soho neighbourhood in NYC, which is where the brand was founded in 1941, invites guests to participate in tarot card readings, drawing, and playing carnival games.

Visitors enter the space via a neon storefront filled with psychic symbols and Coach visuals. Upon first entering the space visitors are asked to check in, and when reaching the first room, they are met with an entirely blank canvas on which they are encouraged to draw on.

The next room represents a typical Coney Island-type of fairground scene, including old-fashioned arcade games and photo props, as well as a boardwalk made from pieces salvaged from Coney Island after Hurricane Sandy.

In the third and final room, visitors can walk through a dark forest where they can find white tents that house tarot card readers.

Speaking to the New York Times, Carlos Becil, Coach’s chief marketing officer, said of the concept: “Whether you call it mindfulness, spirituality or self-help, seeking answers is the new pop culture.”

Activities that help consumers through their self-discovery include free sessions with mystics including tarot card readers Hoodwitch and astrologists Astrotwins. The event, which has no Coach product in sight, will keep its concept of self-discovery and elusiveness by introducing surprise guests and events throughout its programming until the pop-up’s last day.

The entire initiative ties to a broader theme we’re seeing in consumer retail, whereby the experience economy is evolving into the transformation economy – a state that is about driving self improvement and enhancement for consumers through brand activities, rather than mere moments meant to encourage dwell time or social sharing.

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Categories
mobile technology

Kate Spade turns to augmented reality for experiential Paris launch

Kate Spade New York's augmented reality experience in Paris
Kate Spade New York’s augmented reality experience in Paris

Kate Spade New York is marking the opening of its new Paris flagship with an augmented reality experience designed to bring the city to life.

Joy Walks, as the initiative is called, turns the fashion capital into an interactive playground, enabling users to see “unexpected moments of joy”, such as pink flamingoes frolicking in the Seine and a New York City yellow cab bustling down a Parisian street. When users arrive at the new boutique on Rue Saint-Honoré, they will also be rewarded with a specially made set of branded pins.

A total of 10 key sites in the city are highlighted, each of them delivered from the vantage point of one of three influencers: Adenorah, Natacha Birds and The Balloon Diary (Anna Dawson).

The campaign was built in partnership with brandtech group, You & Mr Jones, who brought AR firm Zappar and influencer marketing company theAmplify on board. It can be accessed via an app called Tapage, from My Little Paris.

“Our brand promise is grounded in inspiring our customer to lead a more interesting life. We are always looking for innovative ways – including new technology – to deliver on our customer-centric brand promise. We are focused on storytelling across a variety of platforms, ensuring that we create thoughtful, unique programming tailored for each specific opportunity. Our latest innovative experience allows Parisians to experience life through the Kate Spade New York lens and brings our particular brand of joyfulness to their city,” said Mary Beech, executive vice president and chief marketing officer at the brand.

Consumers are also encouraged to snap and share their Joy Walk experiences using the hashtag #katespadejoy.

The activity was made using Zappar’s content authoring and publishing platform, ZapWorks, which offers the ability to make interactive, engaging and expressive snackable content for on-the-go occasions. It uses GPS and maps to help the user find their individual location, and also takes advantage of the device’s gyro, accelerometer and compass to display the experiences through the phone’s camera overlaid on the real world with augmented reality.

The interactive map for Kate Spade New York's augmented reality experience in Paris
The interactive map for Kate Spade New York’s augmented reality experience in Paris
Categories
Editor's pick social media

L’Oréal’s sponsored Snapchat lenses see make-up added to selfies

Snapchat lenses LOreal

The onslaught of brands taking to Snapchat continues – this time with L’Oréal Paris as the first beauty company to run a campaign using the app’s lenses.

Over this past weekend, anyone taking a selfie on Snapchat could add a filter to their face that included eyeliner, mascara, foundation, blusher and lipstick. The aim was to promote L’Oréal’s Infallible Silkissime eyeliner.

In-keeping with the interactive side of the lenses (i.e. stick your tongue out on one of the regular filters and you get a lengthy dog tongue ready to lick the screen), if you raised your eyebrow on this one, camera lights would flash and the L’Oréal logo popped up with a heart beside it.

L’Oréal follows in the footsteps of brands including Taco Bell in working directly with Snapchat on the campaign, according to AdWeek, which also reports that Snapchat lenses can cost anywhere in the region of $450,000 to $750,000 for big-ticket days like holidays or events.

“Over the last year, we’ve been focusing heavily on Snapchat as we recognize that this social media platform serves as a tool to engage the millennial audience and is an entirely new storytelling format that is relevant to all audiences,” said Kristen Comings, VP of integrated consumer communications at L’Oréal Paris. “We chose to launch it over the weekend because we know that the weekend is when the bulk of lens usage happens, and we want to capitalize on the playfulness of Snapchatters.”

AdWeek explains that L’Oréal has seen the most success with Snapchat over the past 12 months when posting behind-the-scenes footage with spokesmodels and influencers like Karlie Kloss, as well as how-to videos. “We see a high story retention rate for tutorials, product announcements and content that is whimsical in nature,” Comings added.

loreal_snapchat_lens

Snapchat pics via AdWeek

Categories
Editor's pick social media

From Yoda Wintour to Karltrooper, fashion characters gets a Star Wars makeover

Stylight-StarWars-Infographic

The Minions might have taken on looks inspired by fashion’s most prominent figures earlier this summer, but now they’ve been usurped by Yoda, R2-D2 and Chewbacca.

Yes, in celebration of the release of Star Wars: The Force Awakens this week, fashion site Stylight has once again transformed a number of well known fashion names, this time including the likes of Anna Wintour, Karl Lagerfeld and his cat Choupette, Victoria Beckham, Cara Delevingne, Kanye West, Jean Paul Gaultier and Miley Cyrus.

Each of them takes on a different lead role, with the likes of Delevingne becoming Chewbacca and Beckham assuming Darth Vader.

Stylight-StarWars-Poster-small

“Star Wars has been a recurring theme on runways for many years now. Who could forget Chanel’s A/W 2010 iceage collection with distinctly Chewbacca inspired fur onesies, Balmain’s C-3PO influenced all-gold A/W 2013 runway looks and of course Rodarte’s A/W 2015 collection which actually featured Star Wars characters printed onto flowing maxi dresses,” writes the Stylight team.

Check out each of the looks they’ve created in more detail, below:

Stylight-Star_Wars-Karltrooper
Stylight-Star_Wars-Yoda-Wintour
Stylight-Star_Wars-Carabacca
Stylight-Star_Wars-Darth-Victoria
Stylight-Star_Wars-Kanye-Maul
Stylight-Star_Wars-R-2-Gaultier
Stylight-Star_Wars-Miley-Binks

Categories
Blocks film social media

Michael Kors and Gigi Hadid battle it out in playful Pictionary contest

michaelkors_gigihadid_glamourgames

Anything fun deserves to be celebrated, so kudos to Michael Kors for this joyful little video featuring the designer himself playing a version of Pictionary with model Gigi Hadid.

Called Glamour Games, the contest sees the duo drawing sketches to answer questions like what would you consider your best body part, who’s your favourite fashion icon, what’s the most underrated fashion trend, and more. Pasta, Instagram, the Little Mermaid and Daniel Craig all feature.

It’s a playful, tongue-in-cheek and insightful exploration of the pair. Check it out below…