BET brings AR into the salon in 'The Quad' premiere pop-up
- BET partnered with WP Narrative_ to create a campaign merging augmented reality (AR) with out-of-home (OOH) in promoting the time of year two premiere in the network\’s Tv program \”The Quad,\”?based on Adweek. Your energy included a pop-up salon in New York City on Jan. 22 and can continue immediately at select salon locations in Chicago and Atlanta.
- The salons come with a modified hair dryer, branded with BET and \”The Quad\” logos, including a visor that holds an apple iphone X for users to discover while they sit within the drying chair. Users can choose from three experiences linked to the show, including viewing full season two premiere, a recap with the first season or an overview of cost-free season. Each experience is crafted to correspond to the times of day someone may wish to spend within hair dryer regarding their desired style. The iPhone\’s camera also provides a real-time opinion of all salon,?in order to not blind anyone.
- About 20 people have all of the experience, having their head of hair washed, dried and styled while using the special dryer over the first day\’s the pop-up in New York, per Adweek. Another 150 used the dryers for that AR experience.
BET\’s AR hair dryer presents an innovative utilisation of the mobile technology and demonstrates how categories beyond gaming can use it to improve the customer experience at brick-and-mortar locations.?Purchasing a salon for activation point is sort of novel – AR is often utilized on demoing furniture and other retail products -?and provide BET an immediate route to connecting with \”The Quad\’s\” customers of predominantly black women, Adweek said.
Carefully picking relevant locations for OOH activations and as well blending in many more digital elements is often a strategy brands are taking note of for the reason that sales of experiential marketing grows. The AR hair dryer gives a memorable and shareable experience for salon-goers and can drive interest to \”The Quad\” from both existing fans and newcomers. It may possibly also bolster increased traffic and appointments to the salons teasing the growing season two premiere.?Fashion brand Kate Spade Ny?similarly launched an AR app to its first brick-and-mortar store in Paris this past year, taking users about the city for a sight-seeing tour that ended at the retail location.?
Many beauty brands have drawn AR technology money and time:?L\’Oreal Professionnel recently added AR for its \”Style My Hair\” app for hairdressers showing customers what you should expect from new color treatments. Este Lauder?has the benefit of an AR-powered tool to teach its 17,000 beauty advisers, although Sephora Virtual Artist?app lets consumers virtually put on different looks.