Jewelry brand Swarovski Elements is launching its “Let It Sparkle” campaign on the busy streets of Rodeo Drive this holiday season. The unique campaign is a combination of in-store, out of home and mobile marketing that allows consumers to virtually bring Swarovski products to life. Mobile users take advantage of an augmented reality app by GoldRun to discover pictures of limited-edition products that were made in collaboration with brands such as Missoni, La Perla and Stuart Weitzman. Consumers can then share these photos with their friends, family and virtual strangers. Swarvoski has also installed a DNA helix-like structure, on which consumers can tweet their own holiday messages using the hashtag #letitsparkle. Designers such as Roberto Cavalli, Margherito Missoni and Stuart Weitzman have written their own messages that are instantly displayed.
Scott Forshay, Austin, Texas-based luxury and premium brand consultant and mobile strategist, discusses Swarovski’s campaign:
The innovative installation unquestionably illustrates the technologically-innovative and creative vision of the brand. Partnering with a third-party application like GoldRun allows the brand to leverage an existing app with a large install base to encourage participation is the augmented reality execution.
Swarovski has also pledged to donate to Jessica Alba’s nonprofit organization Baby2Baby, which supplies greater Los Angeles area families with essential gear and clothing for their children.