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Brief Published: 3 Apr 2012

Mr Porter Treasure Hunt


Online fashion giant Net-A-Porter is continuing to champion augmented reality (AR) technology with its new initiative: an international mobile-based treasure hunt for menswear arm, Mr Porter. The competition allows participants to win coveted fashion items in Sydney, New York, Paris and Hong Kong consecutively throughout April.

Those wishing to take part simply need to download an app designed by NY-based creative tech agency GoldRun. It guides them through locations in the various cities where Mr Porter shopping bags will appear as virtual apparitions, visible only via smartphone. The Items can be obtained by ‘capturing’ their images on screen.

Prizes come from a range of luxury brands carried by Mr Porter, including French fashion house Lanvin and British label Paul Smith. There is also a social networking aspect to the promotion, with Mr Porter giving away a $2,500 (£1,560) gift voucher to one winner and a friend via Facebook.

The competition follows the success of Net-A-Porter’s AR shopping windows at 2011’s Fashion Night Out last September, and a series of virtual pop-up stores earlier this year to promote its Karl Lagerfeld collaboration. It’s also a key example of an online retailer working to establish a mark in the physical world to ensure maximum audience exposure.

Mr Porter