Unsurprisingly, the London Olympics is already beginning to make an appearance in the fashion space, acting as both a source of inspiration and an opportunity to drive content. Chanel’s latest campaign nods to gymnastics for instance, and now Dunhill’s new offering for spring/summer 2012 features three British champions.
In a continuation of its Voice campaign from autumn/winter 2011/12, the British menswear label has called on legendary rower Sir Matthew Pinsent, sailing champion and double Olympic gold medallist Iain Percy, and young gymnastic hopeful Louis Smith.
Each appears in a series of black and white portraits, as well as in a video interview.
The aim of the Dunhill Voice campaign is to focus not on celebrities, but men of distinction. As the write-up reads: “Men who have achieved great things in their chosen fields and continue to excel with humility and grace. Men who embody timeless values that are worth aspiring to – qualities like compassion, dedication and conviction. Brilliant, inspiring, driven, engaging men with opinions, flaws and stories to tell.”
See the trailer for each of the videos below, or watch them in full on the Dunhill Facebook page.
Alfred Dunhill has launched an augmented reality experience around its autumn/winter 2011/12 “Voice” campaign, starring expedition leader Sir Ranulph Fiennes.
Using Aurasma’s advanced image recognition technology, the initiative allows consumers to hold up their smartphone or tablet (using the Aurasma lite app) to bring Sir Ranulph to life.
Other stars telling their story include ballet dancer Rupert Pennefather and theatre director Michael Grandage.
From each video, users can also link to Dunhill retail to shop the collection.
Check out a demo of the AR experience in action, below:
H&M on Goldrun
There was a nice piece from The New York Times last week about how gaming can be applied to the fashion industry. It suggests e-commerce sites take inspiration from the likes of Angry Birds and Farmville, which welcome a total of three billion hours a week in play time.
It highlights initiatives from brands including Dunhill, Marc Jacobs and Jimmy Choo, and suggests point-scoring, scavenger-hunting, clock-countdowning ideas to engage with consumers and ultimately encourage loyalty.
This notion of brand gaming is something I’ve been reporting on for quite a while, not least because it’s been one of the most mentioned subjects alongside “mobile” and “location” at conferences around the world over the past year.
So here are some additional thoughts:
- 200m of Facebook’s 500m+ users now log on to play games
- Despite what might initially spring to mind, it’s not just for teenage boys – 71% of females aged 20-49 now play games, according to IGN Entertainment
- The nature of gaming has changed. Where it was once a solitary bedroom activity for children, it’s now a shared experience – either with others online, or with the family in the living room space
- Technology is allowing gaming to be more immersive – traditional controls are on the out, while social media and television are integrating too, said Jack Wallington, head of industry programmes at the IAB
- Consumers are attracted by generating stats, gaining points and flattering their own egos, according to Joel Lunenfeld, CEO of ad agency Moxie Interactive – accordingly, by nature, gaming encourages greater loyalty
- Foursquare co-founder Dennis Crowley said the theory behind his location-based social service is framed around incentivising via a game overlay. By “checking in” to different venues, users can gain various badges, which Crowley referred to as “digital candy”
- Goldrun is another app worth looking at in this space. H&M ran a campaign designed to drive traffic and increase sales last November, where users in NY could hunt for virtual items, take a picture of them and in so doing, receive a 10% discount off their next purchase
- Nike Grid is another example of brand gaming – athletes won points for running between phoneboxes and calling in to prove their achievements. Over 15 days last October, 12,500 miles were run across London, 62,000 phonecalls were made to the freephone hotline and 4,705 people liked the Grid on Facebook
- Even Burberry’s Art of the Trench site could be considered to have somewhat of a gaming underlay. You go out, take a picture of yourself in your trench coat and wait to see if it’s deemed good enough to be posted online. If it’s not, what’s the betting numerous consumers go and try again – competition at its finest.