Bretman ‘Da Baddest’ Rock and Glassface created content for the Afterpay brand push
➨ Afterpay integrated Snap’s AR technology so that visitors can try on items and interact with specially created virtual content
➨ Content includes two limited-edition ‘drops’ developed in partnership with creators and footwear brand Crocs and retailer JD Sports
➨ Afterpay is also running a AR wayfinder experience at key locations in Manhattan
Buy now, pay later provider Afterpay is using the power of augmented reality (AR) to combine and showcase the latest trends in fashion and financial technology (fintech) at New York Fashion Week.
Afterpay’s The DROPSHOP, usually the online-only ‘drop’ point for the Australia-headquartered fintech company’s exclusive collaborations and offers, will be present in the middle of New York’s Times Square for a two-day physical event featuring immersive experiences.
The event, taking place on 8 and 9 September, will integrate Snap’s AR technology so that visitors can try on items and interact with specially created virtual content.
This content includes two limited-edition ‘drops’ developed in partnership with creators and footwear brand Crocs and retailer JD Sports.
Crocs and social media star Bretman ‘Da Baddest’ Rock will reveal an exclusive collection of Jibbitz charms. Anyone can use Snapchat to virtually try on the Jibbitz charms on a pair of Black Classic Crocs from today, using a new Afterpay Snapchat Lens.
JD Sports, meanwhile, commissioned multi-disciplinary artist Glassface (Josh Goldenberg) to create a rare digital art non-fungible token, called Enter New Worlds. Only 50 are available.
Also in partnership with Snap and in support of its New York Fashion Week activity, Afterpay is running a wayfinder experience from today at key locations in Manhattan.
Three objects—a taxi, fire hydrant and food truck—have a Snapcode that will unlock an immersive AR 3D map in Snapchat that reveals the DROPSHOP location, along with several other exclusive points of interest for the New York Fashion Week programme that Afterpay is hosting for consumers.
Once inside the immersive DROPSHOP experience, visitors can activate the Snapchat AR try-on-experiences and tap to buy directly from their smartphone.
‘Leveraging AR to create innovative brand experiences’
Commenting on the programme, Nick Molnar, co-founder and co-chief executive officer of Afterpay, says it is “just another way we are bringing the excitement of New York Fashion Week, and all of its creativity, to consumers with this amazing IRL (in real life) immersive experience”.
Nina Mishkin, director of creative strategy at Snap, adds: “Fashion and apparel have always been at the forefront of immersive AR commerce, and Afterpay’s DROPSHOP is helping propel the industry forward.”
“Together at this year’s New York Fashion Week, Afterpay, Crocs, JD, and Snap are truly leveraging augmented reality to create innovative brand experiences, that ultimately take the traditional experiential to the next level.”