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Vogue x Snapchat Experiential AR Activation

An exclusive interactive augmented reality exhibition has launched on June 20 by Vogue and Snapchat, Vogue x Snapchat: Redefining the Body. The exhibition will showcase physical clothing designs from designer brands such as Balenciaga, Dior, Gucci, Kenneth Ize, Richard Quinn, Stella McCartney and Versace, accompanied by augmented reality Snapchat try-on experiences.

Visitors will be taken through the design process but within each room there is an accompanying AR experience to enhance the experience and make it more immersive.

The Snapchat try-on for these items is available worldwide but specific functionality is available within the exhibition that enhance it further.

Zalando Implications

What makes this campaign interesting is the way in which the brands have put together a physical experience, but used innovation and AR to amplify the campaign. Even if Zalando didn't want to pursue a partnership with Snapchat, this could be executed with different partners, the key point being the way innovation has been used to increase the reach of an experiential campaign.

Full article is available here

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