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Bloomies and NBC Augmented Reality

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Two things are pretty much a given. Consumers are drawn to celebrities, and celebrities can play a starring role when it comes to selling products. But linking up with a high-profile star can be a costly venture, and there is typically a narrow window of opportunity during which the star is available.

Bloomingdale’s and NBC found a way to make it all work: augmented reality. Using an application created by GoldRun to support its fall campaign, “Look the Part, Be the Part,” Bloomingdale’s invited shoppers at 40 stores across the country to pose with the virtual images of characters from NBC’s fall lineup. The campaign ran September 8-25.

The partnership, which also spilled over into the retailer’s fall catalog, was considered a prime example of retail as theater. The characters featured in the promotion were from five new NBC shows: “The Playboy Club,” “Whitney,” “Free Agents,” “Prime Suspect” and “Up All Night.”

GoldRun is “a powerful tool that can be tailored specifically for any number of engaging experiences in the mobile environment,” says CEO Vivian Rosenthal.

Bloomingdale’s customers who downloaded the app were able to access the NBC stars’ photos while shopping in the stores and could pose with the characters as if they had met them in the store. By taking and sharing photos using the free GoldRun app, customers had the chance to win prizes -- including a trip to Chicago for a walk-on role in “The Playboy Club.”

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