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Brief Published: 14 Feb 2013

Freya Lingerie’s Interactive Valentine’s Campaign


Proving that no retail season is immune to the stampede of technology, British lingerie retailer Freya has launched an interactive Valentine’s Day campaign via social network site Facebook, music-streaming service Spotify and a smartphone-enabled augmented reality app.

The Heartbeats campaign invites consumers to submit their favourite love song via Facebook to create a crowdsourced Valentine’s play list on Spotify. Participants are then eligible to win a set of lingerie and a trip for two to Paris.

Freya held a similar Spotify-enabled contest in 2010. At the time, Anne-Marie Manley, head of marketing at Freya’s parent company Eveden, said: “The campaign has been a fantastic way for us to engage consumers with the brand using music as a lynchpin and we have captured a great deal of consumer detail through the competition entries.” Data collected via Facebook can include location, age, gender and occupation.

The online campaign is supported by an in-store component. Consumers who have downloaded a free augmented reality app – designed by international developers Aurasma – scan selected posters to reveal behind-the-scenes videos from Freya’s Spring/Summer 2013 collection photo shoot. They are also invited to take part in the Heartbeats contest.

Magazines including Glamour, Grazia and Stylist are currently running accompanying interactive print ads in the UK, which unlock the same information.

Augmented reality continues to do brisk business in both the retail and publishing industries and is a genre we expect to see much more of – and in more sophisticated guises – in 2013 and beyond. For more on this topic, see Augmented Retail – The Virtual World is Here, Holition: The Interview, Goldrun & AR Retailing, Ultimate App Developers and Digital Christmas 2012: Holiday Retailing.

Also see our 2013 Valentine’s Visual Merchandising Overview, publishing today.

Freya Lingerie