SAN FRANCISCO and NEW YORK, — To launch the new fragrance, Wonderstruck Enchanted Taylor Swift, Elizabeth Arden integrated Aurasma, the world’s leading augmented reality platform, to create an interactive print campaign. The U.S. release of Wonderstruck Enchanted follows the recent augmented reality launch of Wonderstruck print ads in the U.K. This global campaign is the first celebrity fragrance partnership with Aurasma.
The augmented reality campaign began in the U.S. in late August and was promoted on social media via Wonderstruck’s Twitter channel, @Wonderstruck and Facebook Tab (www.WonderstruckTaylorSwift.com). Wonderstruck Enchanted fragrance samples were mailed directly to fans who signed up to receive the fragrance sample on the Wonderstruck Facebook Tab (www.WonderstruckTaylorSwift.com). The direct mail sample package includes instructions to download Aurasma Lite, a free mobile app available for download from the iTunes App Store and Google Play. Once fans download the Aurasma app they can place their smartphone’s viewfinder over the direct mail piece to discover hidden video content featuring Taylor Swift.
Available in department and specialty stores across the country, point of sale and product packaging for Wonderstruck Enchanted Taylor Swift will include augmented reality experiences accessible by downloading and using Aurasma Lite. After watching a special video, viewers are presented on-screen options to access the Wonderstruck social feed on Twitter (http://twitter.com/Wonderstruck) or to shop for the fragrance at Macys.com. From October 2012 through early 2013, readers can also use Aurasma Lite to discover special digital content behind Wonderstruck Enchanted print ads running in nationwide U.S. magazine titles.
“We are thrilled to partner with Aurasma for this global augmented reality launch of Wonderstruck in the U.K. and Wonderstruck Enchanted in the U.S.,” said Lori Mariano, senior director, Global Fragrance Marketing, Elizabeth Arden. “As an early adopter of technology and media in the beauty industry, we feel compelled to offer a comprehensive augmented reality experience to complement the latest fragrance created by one of the world’s most beloved superstars.”
“Taylor Swift’s fans are some of the most devoted and tech-savvy out there, so we are delighted to continue rewarding them with these seemingly magical experiences that blend together the real and virtual worlds,” said Jennifer Rapp, general manager of Aurasma. “Much like the Wonderstruck fragrances, the campaign’s augmented reality experience is both alluring and unforgettable, lending to social sharing among fans and in-store traffic for retailers.”
About Wonderstruck Enchanted Taylor Swift
Following the success of Wonderstruck, one of the most influential celebrity fragrance launches of 2011, Elizabeth Arden introduces Wonderstruck Enchanted taking inspiration from Taylor, herself – forever captivating and always confident. Wonderstruck Enchanted continues the magical journey, from the first spark to that moment when you know you’re enchanted.
Aurasma is the world’s leading augmented reality platform that merges the physical world with the virtual. Available as a free app for iPhones, iPads and high-powered Android devices or as a free kernel for developers, Aurasma uses advanced image and pattern recognition to recognize and understand real-world images and objects in much the same way as the human brain does. It then seamlessly blends the real-world with rich interactive content such as videos and animations called “Auras”. Auras can be created for printed images, product packaging, clothing, physical places and users can even use the app to create and share their own.
Since its launch in June 2011, Aurasma has had more than four million downloads in over 100 countries. Over 8,000 partners in markets including retail, fashion, sport, automotive, consumer electronics, entertainment, advertising and publishing are using the free technology in their campaigns, on their products or embedding the technology in their own applications. Aurasma was developed by and is part of software company Autonomy – an HP Company.