Multi-Faceted Karl Lagerfeld App Builds Awareness For Upcoming Fashion Collection
Net-a-Porter's app combines gaming, contests, insider access and augmented reality.
Online retailer Net-a-Porter is building pre-launch buzz for its upcoming Karl collection with a mobile app that includes a “Find Karl” game, a sneak peek at garments and the chance to “Karlify” yourself.
The Net-a-Porter Karl app is separated into four sections on a rotating cube. iPhone users can play the “Find Karl” game by tilting the device to move a marble around a monochrome maze and collecting all five Karl heads before the timer runs out. Those with the fastest times can see their high score on the leaderboard and the player who was the quickest to complete the maze as of January 24th will receive $1,000 to spend at Net-a-Porter.
The sneak peek section of the app features looks from Karl Lagerfeld’s upcoming collection, which goes live on January 25th. The Aurasma technology scanner allows users to scan pictures of the designer on the retailer’s site to watch the Karl Lagerfeld captured video from Net-a-Porter on their mobile device.
The final section gives users the opportunity to “Karlify” themselves by snapping their photo and then dragging a white wig, sunglasses and Lagerfeld’s iconic collar onto their picture. These can be submitted through the app to the “Karl’s Kult” section of Net-A-Porter’s website and Karl Lagerfeld will choose his favorite picture on January 25th and award the winner with an item from the Karl collection.