#35: Augmented Reality Experiences Take Center Stage for Brands

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TL;DR

1. Netflix: Teases Entry into Roblox Showcasing Popular Franchises

2. DKNY: Launches Virtual Apparel & Accessories in Roblox

3. NBA: Quietly Selling Fan Apparel In Dedicated Roblox

4. Casio: Releases NFTs to Celebrate Watches’ 50th Anniversary

5. Nike: Launches Augmented Reality Competition for Olympics

6. Swatch: Brings Tate Gallery Collection to Times Square with AR

7. Yves Saint Laurent: Interactive Beauty Launch Using Spatial AR

8. Ralph Lauren: Brings AR Mirror to Macy’s to Launch Fragrance

9. Dolce & Gabbana: Use AR Mirrors to Launch New Beauty Collection

Around the Block…

1. Netflix: Teases Entry into Roblox Showcasing Popular Franchises

• Netflix posted a tweet to their fandom account, Netflix Geeked on X (Twitter), teasing that they are entering Roblox.

  • The post included a 10-second video clip including visuals from their series Stranger Things and One Piece.

  • The clip also included a ‘Geeked Arcade’ hinting at the inclusion of mini-games, as well as the text teaser ‘Coming soon on Roblox’.

• No additional details or information on timing have been shared.

• Sources: X (@NetflixGeeked)

2. DKNY: Launches Virtual Apparel & Accessories in Roblox

• DKNY partnered with Dubit, a game studio, and Roblox specialist, to create virtual products for sale and distribution on Roblox.

  • The collection, called ‘Heart of New York, ’ mirrors their real-life collection of products under the same name.

  • DKNY’s Roblox collection includes 20 items, such as dresses, jackets, and handbags, that are available for purchase within select third-party experiences across the platform.

• Sources: Fashion United / DKNY

3. NBA: Quietly Selling Fan Apparel In Dedicated Roblox Experience

• The NBA opened its second Roblox experience late last year, this one dedicated to selling virtual team and league merchandise.

  • The newer experience, called ‘NBA Avatar Catalog,’ was created with developer F84 and includes a marketplace full of team-branded clothing and accessories, as well as the ability to shoot hoops and earn badges.

  • At launch, the experience included 5,000 free wearable digital wings (UGC) that could be claimed by the first people to complete challenges.

  • The experience has driven over 386K visitors since the launch.

• The NBA also launched its ‘NBA Playgrounds’ experience in November 2023, a game-based 2-vs-2 basketball experience.

  • This experience was created in partnership with Saber Interactive and has over 2 million visits to date.

• Sources: Roblox (NBA Avatar Catalog) / Sportskeeda / Roblox (NBA Playgrounds) / Pocket Tactics / F84 Studio

4. Casio: Releases NFTs to Celebrate Watches’ 50th Anniversary

• Casio released a series of 8 NFTs featuring some of its popular watches in celebration of its 50th anniversary.

  • The NFTs are available through ‘Yoki Origins,’ the launch campaign for the Astar zkEVM blockchain solution, which features other notable Japanese brands, such as Mazda and Japan Airlines.

  • NFTs can be purchased as a set of 8 (~$49) or single items ($6).

  • The artwork designs were produced in collaboration with creators, and each NFT’s artwork will be revealed on May 10th.

  • NFT purchasers will also be entered into a drawing for a limited edition Astar zkEVM-branded Casio watch and Astar currency.

• Sources: X (@VIRTUALGSHOCK) / Yoki Origins

5. Nike: Launches Augmented Reality Competition for Olympics

• Nike partnered with Snapchat and the Snap Augmented Reality (AR) creative studio ‘ARCADIA’ to launch a location-tethered activation in advance of this summer’s Olympics in Paris.

• The activation, called ‘Victory Mode’, is in French and made for players in Paris. The experience features AR games and a participant scoreboard, along with ‘a real-time sky compass navigating people to Nike events’.

• The ‘Victory Mode’ AR experience is part of a larger Nike initiative under the same name, aimed at giving French youth the opportunity to discover sports and participate in challenges.

• Sources: Nike / LinkedIn (Snap AR) / Nike Victory Mode

6. Swatch: Brings Tate Gallery Collection to Times Square with AR

• Swatch launched an AR experience in Times Square, New York, starting on March 21st in support of their Swatch x Tate Gallery watch collection.

• The activation was created using Google’s Geospatial Creator, placing fixed digital objects on a real-life canvas.

• Visitors to the installation were able to scan a QR code placed on the ground, which launched a mobile web viewer to navigate around the experience.

• Sources: X (@SwatchUS) / LinkedIn (Swatch) / Swatch

7. Yves Saint Laurent: Interactive Beauty Launch Using Spatial AR

• YSL launched their new lipstick collection, LOVESHINE, leveraging AR technology to support their Paris pop-up activation.

  • The experience was created with AR company, Atomic Digital Design.

• The activation was built using Adobe Aero to create, pinning experiences geographically through Google’s Geospatial Creator.

• Sources: Linkedin (AtomicDigitalDesign) / LinkedIn (Google AR & VR)

8. Ralph Lauren: Brings AR Mirror to Macy’s to Launch Fragrance

• Ralph Lauren launched their new fragrance Polo Est. 67 with the help of augmented reality to draw attention.

• The activation included an interactive AR mirror by innovation tech studio FFFACE.ME was incorporated into the Macy’s Herald Square flagship store.

• Customers could interact with the mirror to see a visual representation of the fragrance.

• Sources: LinkedIn (ffface.me) / Instagram (ffface.me)

9. Dolce & Gabbana: Use AR Mirrors to Launch New Beauty Collection

• Dolce & Gabbana turned to AR mirrors to support their new beauty collection launch at an event in NYC in partnership with FFFACE.ME.

• Visitors could virtually try out five makeup styles by interacting with the mirror.

• Sources: LinkedIn (ffface.me)

Chain Reactions!

• Augmented Reality Takes Center Stage

  • AR activations are nothing new. With the public having years of experience with AR through the use of social media filters and PokémonGo bursting into mainstream fame in 2016, the technology is something that the masses have a clear understanding of how to use and why they would use it (mostly for fun!).

  • Brands have long partnered with Snap and Instagram; however, there is a noticeable shift towards an increased number of brand activations moving beyond social platforms.

    • This shift is becoming a reality with the growth of technologies such as Google’s Geospatial Creator and Adobe Aero, the improvement of 3D visualization capabilities (ex: gaussian splat), as well as the prevalence of 3D capable creators and the ability to host these experiences via mobile web & through new-ish formats such AR enabled-mirrors.

  • The activations above show a good range of capabilities: geo-tethered experiences, in-store smart mirrors, gamification, and visual overlays that alter the world as we see it.

    • Activations like Nike’s Victory Mode & Swatches Times Square showcase are just scratching the surface of the creative experiences AR can drive.

DISCLAIMER: This content does not contain investment, tax, legal, financial or other advice & is not intended to be used in this way. It includes the opinions of the author & is strictly for informational purposes. Please do your own research.