Gap, the American multinational clothing and accessories retailer, has brought in augmented reality to make holiday shopping even more interactive and fun for shoppers. The retailer has teamed up with Blood Orange, the electronic music artist for providing an interactive experience to the holiday season shoppers. The augmented reality experience is known as ‘Play Your Stripes’ and will be available on Gapgiftguide.com. This is a site that provides the shoppers with a guide for buying holiday gifts and reduces their stress significantly. Just by activating their webcam and strumming their striped clothes, visitors to the site will be able to make music.
What can Users do?
‘Play Your Stripes’ is a part of the campaign that has been created by the agency Wieden + Kennedy New York. It will allow the users to remix sounds on the music track of Blood Orange’s “It Is What It Is”. Users can also make their own music with the help of different synthesized musical notes. The recorded new tune can be shared with friends across different social media channels.
Viewers will also get a playful view of the secret lives of different clothing items like leggings, gloves, etc. This is possible with the ten short films that are also a part of the campaign. This will help users who are not too musically inclined.
Focus on Social and Digital Media Engagement
According to the Chief Marketing Officer of Gap, Seth Farbman, ‘Play Your Stripes’ campaign shows the increasing focus of the brand towards building their digital and social media engagement. The campaign summarizes a different tone of the Dress Normal Holiday campaign of Gap by stressing on digitally focused audience.
The retailer wants their consumers to have some fun while they are shopping online. This will increase the brand value and bring joy for the holiday season shoppers. The brand aims to bring in more visitors to the site by creating exciting content.
The brand has a musical heritage as its first store had sold jeans and records. According to Farbman, it is appropriate that they will link back to their heritage on the year of their 45th anniversary with this AR musical campaign.
A video has been created to make consumers aware of ‘Play Your Stripes’ in collaboration with visual artist Alex Da Corte and Blood Orange.
What about you?
Have you tried out this campaign? Do you think more brands should come up with such interactive campaigns? Share your views in the comments below.
Image Source – fastcocreate.com