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Brief Published: 21 May 2012

Swarovski’s Be Amazing Facebook Application


Austrian luxury crystal brand Swarovski has just launched an augmented reality-based Facebook application called Be Amazing. The interactive venture reaches out to young consumers not only via social media, but also through the allure of the celebrity lifestyle.

For a two-month period (finishing on June 14), users will be able to virtually try on the brand’s new sunglasses range via webcam, which – in a shrewd marketing move – has been called Amazing. Once the virtual glasses are in place, they are encouraged to bust some moves to pop songs which are recorded as 15-second videos, complete with a sparkly filter layered over the top.

Consumers can then share their videos on social media sites including Facebook, Pinterest and Twitter to be in with a chance of winning a pair of sunglasses from the Amazing range.

After the run has finished, all the uploaded videos will appear on an interactive map dubbed “The Amazing Map”, where visitors will be able to view videos from other Swarovski app users from around the world. The top 15 videos with the most views and likes will win a pair of the sunglasses and become as striking as their celebrity idols.

For a more in-depth look at how brands are using social media networks, see our Retail report Social Media Seduction: The Art of Persuasion Retailing, and the Macroview, Chain Reactions.


Be Amazing