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Net-A-Porter has celebrated the launch of its latest collection with Karl Lagerfeld by creating five augmented-reality enhanced events around the world.
The luxury online retailer took Lagerfeld on stage at Le Web last year to announce the partnership, and has now made the range available to buy alongside a range of interactive features on its site.
The brand created five pop-up ‘Window Shops’ yesterday, in New York, London, Berlin, Paris and Sydney. It also used this concept to celebrate Fashion's Night Out back in September 2011.
As well as handing out giveaways from the collection to the first 50 visitors to each site, Net-A-Porter created a augmented reality app (powered by British firm Aurasma) for use with an iPhone or iPad.
This allowed people to scan product images from the ‘storefront’, showing a 3D visualisation of each item and then allowing each piece to be bought or won.
This is the latest step in a series of interactive games and apps released by Net-A-Porter in the run up to the launch.
On Net-A-Porter.com, as well as changing the ‘A’ in its logo to a stylised picture of Karl in profile, ‘Karlflash’ hosts a series of videos that have been counting down to the release of the collection, with a link to the @Netaporter Twitter feed.
Another section directs people to a downloadable app including a game called ‘Find Karl’. A league table of scores from this is hosted on the site and the top scorer will win £1,000 to spend.
There’s also a desktop-based ‘Karlified’ app that allows you to take a photo of yourself with his trademark glasses and collar combo, and he'll pick his favourite from the submissions. There’s also an interview of Lagerfeld interviewing himself, and a list of the five events.
Net-A-Porter knows how to create online buzz; it knows its audience and it knows what they want. This is not only a perfect commercial partnership for them, but a dream PR-wise and these promotional activities do well at creating conversation both online and offline.