BoohooMan’s Launches AR Campaign for Black Friday – WWD

Move to Black Friday and clear the way for Black Friday – a new BoohooMan project launched on Monday to claim its stake in the augmented reality shopping arena.

With Hack Friday, the first AR campaign from London Boo Hoo.com’s mens Widely worn, e-commerce vendors stick billboards and posters around the world with QR codes. Basically, people scan the code to unlock exclusive promotions, which will be applied on Boohooman.com deals, with special deals off Black Friday and Cyber ​​Monday.

The premise seems familiar, but the way it’s delivered is remarkable: Instead of a static product page or coupon code opening, the act of scanning triggers the appearance of Robin, a hacker avatar. Young people “have penetrated the world of fashion by offering surprise discounts to all consumers,” according to a spokesperson.

As for the tone, the online fashion company describes it as a “backward vision,” in keeping with its youthful, urban focus.

“Our aim is to enhance the traditional billboard space using augmented reality coupled with the cyber hacking revolution,” said Victoria Pearson, head of e-commerce at BoohooMan. “This campaign is the first of several digital projects we are working on to deliver more lasting value to our customers.”

It beats Pokémon Go, but for the fashionable consumer. The popularity of AR games has led to projects with brands and retailers, mainly tech or gaming stores and grocery stores. But it has also attracted occasional fashion partnerships with the likes of Longchamp Paris, Gucci and Fashion Week in recent years.

Today, much of the mixed reality hype revolves around the metaverse. While a lot of people pay attention to the fully immersive virtual world, AR – which includes images, information, and interfaces on top of the real world – serves as another key entry point. It’s a way of getting into the concept that makes more business possible, at least for now, as it’s been tried and tested through features like try virtual beauty, experiment with branding in Snapchat. Lenses and other experiences.

All of that makes the right time to dive in. “This is an exciting time for BoohooMan. We can offer customers the opportunity to scan our posters and billboards around the world for special offers and experience our virtual reality, said CEO Samir Kamani. I. “We are proud to be among the first to launch an interactive digital experience on this scale.”