Kate Spade New York, in partnership with You & Mr Jones, theAmplify and Zappar, has created the first-ever activation to bring the city of Paris to life through augmented reality. Kate Spade New York celebrated the opening of its first Parisian flagship store with an AR experience that blends fashion, tech, and media.
The brand worked with brandtech group, You & Mr Jones, which selected two companies from its portfolio to collaborate with Kate Spade — theAmplify, the award-winning, tech-focused influencer marketing company, and Zappar, a pioneer in augmented reality — to turn Paris into an interactive playground through the eyes of the Kate Spade New York girl.
By downloading Tapage, the app from leading discovery title, My Little Paris, users can discover the magic of an AR-powered Paris from three distinct influencers’ vantage points. The experience, known as Joy Walks, leverages technology to create an engaging brand marketing platform that aligns with the company’s playful nature.
Acting as personal tour guides, acclaimed fashion and lifestyle influencers, Adenorah, Natacha Birds, and The Balloon Diary (Anna Dawson), reveal their favorite spots in the city. Users of the My Little Paris Tapage app can visit ten secret locations through an interactive map. When the map is physically followed, a joyful experience with a Kate Spade New York twist will occur for the user through the smartphone app. Along the Joy Walk, users will see real world Parisian locations through the Kate Spade lens, including unexpected moments of joy such as pink flamingoes frolicking in the Seine and a New York City yellow cab bustling down a Parisian street.
The Kate Spade integration into the My Little Paris Bold and Tapage apps was created with Zappar using their proprietary platform, tools and software capabilities. This consists of a lightweight SDK that can be easily embedded into any third-party app on iOS and Android. Zappar have previously integrated their software with some of the world’s biggest brands including Hasbro, Coca-Cola, PlayStation, Shazam, Asda (Walmart) and Vodacom.
The experiences are made using Zappar’s award-winning content authoring and publishing platform called ZapWorks. ZapWorks offers the ability to make the most interactive, engaging and expressive snackable content for on-the- go occasions, making the most of what smartphones of today are capable of. The campaign uses GPS and maps to help the user find their individual location. It also takes advantage of the device’s gyro, accelerometer and compass to display the experiences through the phone’s camera overlaid on the real world with augmented reality.
The Kate Spade activity also includes a custom Kate Spade code built by Zappar which can be found on the illustrated map and window decal on the flagship store front. The code gives Kate Spade a branded device that can unlock AR experiences off any form factor. The Kate Spade code offers 4 billion unique versions of the code scheme, allowing for endless personalized and customized content at scale for future use.
The Joy Walks campaign brings the City of Light’s magic to life. Consumers are encouraged to snap and share their Joy Walk experiences using the hashtag #katespadejoy. When they arrive at the new Kate Spade New York boutique on the French capital’s world famous fashion retail street, Rue Saint-Honoré, they will be rewarded with a specially made set of branded pins.
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In the Philippines, Kate Spade New York is exclusively distributed by Stores Specialists Inc. and is located at Central Square in Bonifacio High Street Central, Greenbelt 5, Newport Mall, Power Plant Mall, Rustan’s Makati, Rustan’s Shangri-La, and Rustan’s Cebu. Visit facebook.com/katespadenewyork.philippines or follow @ssilifeph on Instagram for more information.