Retailer boohooMAN targets consumers with AR for first time - Billboard 1

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AR powers Black Friday ad campaign at boohooMAN

Quick read

➨ Global online fashion retailer boohooMAN has launched its first AR-enhanced adverts to support its wider Black Friday marketing efforts
➨ The adverts launched on 15 November and feature digital character and ‘hacker’ Robin
➨ They contain a QR code that, when scanned, opens the AR experiences that bring Robin to life and reveal additional offers and discounts

The story

Global online fashion retailer boohooMAN has launched its first augmented reality (AR)-enhanced adverts to support its wider Black Friday marketing efforts.

The adverts launched on 15 November and feature digital character and ‘hacker’ Robin, who has infiltrated the world of fashion by providing unexpected discounts for consumers.

Robin is the focus of boohooMAN’s 2021 campaign for Black Friday, when retailers and brands around the world offer discounts on products in the run up to Christmas, as is traditionally the case on the first Friday after the US Thanksgiving holiday.

boohooMAN’s ‘Hack Friday’ campaign includes out-of-home advertising such as billboards and fly posters around the world. They contain a QR code that, when scanned, opens the AR experiences that bring Robin to life and reveal additional offers and discounts.

Retailer boohooMAN targets consumers with AR for first time - Billboard 2
Retailer boohooMAN targets consumers with AR for first time - Fly poster
The AR-powered billboards (top) and fly posters (bottom)

These AR-powered offers and discounts also deliver a higher percentage off, because boohooMAN is offering them on top of promotions available on its website.

Retailer boohooMAN targets consumers with AR for first time - Knitwear
BoohooMAN’s Robin modelling knitwear

Victoria Pearson, head of ecommerce at boohooMAN, explains the strategy behind using AR in this campaign: “Our aim was to lift traditional billboard spaces by utilising augmented reality alongside the cyber hacking revolution. This campaign is the first of a number of digital projects we are working on to provide more value to customer’s long term.” 

Chief executive officer Samir Kamani adds: “This is an exciting time for the boohooMAN. We are able to give customers the opportunity to scan our posters and billboards around the world to receive special offers and experience our virtual reality. We’re proud to be one of the first to launch an interactive digital experience on this scale.”

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Images: boohooMAN

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