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Topman goes virtual with Blippar

Topman has launched a campaign with augmented reality advertising agency Blippar that allows shoppers to virtually try on product.

The Refresh your Fit campaign was launched last month and encourages shoppers to scan an image on a flyer or in-store using Blippar, which links to a Topman Blippar home page.

Refresh your Fit centres around a range of nine T-shirts that users can buy directly or go to a virtual changing room to see how the T-shirts would look on them.

By using a mobile-optimised Blippar page, any one of the nine styles can be scaled to fit against any user standing within the camera’s view. Images from the virtual fitting room can then be shared across Facebook and Twitter (with the pre-populated hashtag #refreshyourfit) to invite friend comments and feedback. Customers that share their picture are entered into a competition to win a T-shirt per week for a year.

Jess Butcher, chief marketing officer and co-founder of Blippar, says: “This campaign has been designed as more of a social and branding initiative to generate buzz and activate in-store engagement rather than to drive a direct response or mobile purchase. While there are options within the Blipp [app] to buy or locate your nearest store, the majority of the trigger images are found in store. [So the aim is in] prompting a customer to play with the experience, then pick up an item and take it to the tills, rather than tap through to purchase.”

Topman is also able to view Blippar analytics to see how many times the hashtag has been used and the amount of social shares.

Blippar has previously been used by lingerie retailer Ann Summers in September 2012, when the high street chain created an app that allowed customers to pick underwear from seven different collections to ‘try on’.

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