BoohooMAN unveils first augmented reality campaign for Black Friday

Online fashion brand BoohooMAN has put together its first augmented reality campaign ahead of Black Friday; the first of a number of digital projects it has in the pipeline.
The "Hack Friday" campaign depicts a dystopian vision of its Black Friday promotions, introducing their digital 'hacker' Robin, who infiltrated the world of fashion by offering 'unexpected discounts' for all consumers.

From 15 November, the global campaign will feature several Billboards and fly posters containing a QR code, which upon scanning, will open the augmented experience where the hacker comes to life and reveals additional offers to the customer. These offers will be on top of its on-site promotions allowing the customer to receive a higher percentage discount off-site.

Victoria Pearson, Head of e-commerce at BoohooMAN, said: "Our aim was to lift traditional billboard spaces by utilising augmented reality alongside the cyber hacking revolution. This campaign is the first of a number of digital projects we are working on to provide more value to customer’s long term."

The brand's move into the AR space comes at a time where the likes of the metaverse, NFT’s, cryptocurrency and augmented reality are quickly becoming a prominent marketing channel for fashion brands.

Samir Kamani, BoohooMAN Chief Executive, said: "This is an exciting time for the BoohooMAN. We are able to give customers the opportunity to scan our posters and billboards around the world to receive special offers and experience our virtual reality. We’re proud to be one of the first to launch an interactive digital experience on this scale."