Harrods did it, so did Tatler, now Topshop is connecting with consumers via digital (as well as in-store) to celebrate the Queen’s Diamond Jubilee this weekend.
The high street retailer has partnered with design duo Meadham Kirchhoff to host a “Fashion Spectacular” at its flagship Oxford Circus store on June 1. The party will feature a “special performance” at 5pm GMT that will be live-streamed on Topshop.com for all those outside London wishing to see.
Fans are also in with the chance of winning a Meadham Kirchhoff Jubilee glitter tee and a £500 shopping spree by tweeting a picture of themselves to @Topshop using the #TopshopQueen hashtag.
Other treats in-store include Meadham Kirchhoff for Topshop Jubilee face art; designer sweets handed out by Meadham Kirchhoff usherettes including multi-coloured candy floss and pink glitter popcorn; and Meadham Kirchhoff-designed glittery Jubilee paper crowns for every £60 spent.
The June issue of Tatler magazine features an augmented reality cover that when activated provides additional exclusive content in celebration of the Queen’s Diamond Jubilee.
Made possible with AR app Zappar, the initiative sees a series of fun add-ons, such as being able to dress like the Queen, picture your friends wearing the Crown Jewels and even sit with a virtual version of the monarch’s famous corgi.
Kate Reardon, editor at the Condé Nast-owned title , said: “Not only can you try on the Crown Jewels, but our regal corgi cover star comes to life. How thrilling is that?” Check out the Tatler team experimenting with the app themselves, here.
The images are also shareable over social networking sites including Facebook and Twitter.
This is not the first time Tatler has launched an AR issue, the magazine previously worked with Holition to enable readers to try on luxury jewellery from designers including Cartier and De Beers.
You might also be interested in: Harrods launches Pinterest contest for Queen’s Diamond Jubilee windows
Harrods has launched a competition on Pinterest that will result in one consumer’s mood board forming the basis of its store window in celebration of the Queen’s Diamond Jubilee.
The London department store has posted its own inspiration page on the virtual scrapbooking site, formed around the idea of a street party for the occasion, and invited UK residents to do the same. All they have to do is then tweet their link to @HarrodsofLondon, along with the hashtag #HarrodsWindows.
Mark Briggs, image director at the retailer, will select three of the best mood boards to post on Facebook, from which fans will be able to vote for one to be transformed into a window by the store’s visual merchandising team next month.
The deadline for entries is April 19.
UPDATE: See the winner’s video here – Harrods unveils Pinterest contest winner, #DiamondJubilee window