Active Fun: AR Run App Encourages Shopping
US athletic wear brand Outdoor Voices’ augmented reality (AR) shopping app experience promoted a spirit of outdoor adventure among its customers. The digital initiative, which used the same technology as Pokémon Go, encouraged consumers to run or walk along outdoor trails in order to purchase running shoes and apparel ahead of their official release.
The activation celebrated the brand’s first running collection and was available for one day only (April 24) – a day before the collection’s launch. Consumers downloaded the branded OV Trail Shop app and headed outside to purchase all nine products. Using GPS data, the app notified runners of nearby trails activated for the experience, guiding them there via an interactive map.
Products appeared on users’ mobile phone cameras along the way. Consumers could walk towards the products, check out technical details including seams, textures and finishes, and purchase them via Apple Pay. The campaign featured 50 AR shops across the US, including three trails in New York.
The app encouraged customers to experience unfamiliar places in their home cities while having fun and even shopping – an effective combination with potential for many retailers. See Active Lives: Retail’s Spirit for Adventure and Fuelling Fast-Paced Lifestyles.