Alcopop brand WKD has joined forces with mobile image recognition platform Blippar to offer an interactive T-shirt experience to students in freshers’ week.
The company is giving away thousands of free T-shirts to students across the country and said it wanted its gifts to have a bit more bite this year – with the addition of an augmented, 3D shark that appears to burst out of the T-shirt when viewed through the Blippar app on the mobile device.
Students will be able to open the free Blippar app on their smart phone, hover it over the T-shirts and see a shark bursting out of the tee instantly – Retail Times’ readers see this for yourselves by downloading Blippar and holding it over the image above. They can then share photos of themselves and the shark with their friends in person or via their social networks.
An interactive campaign launches in pubs and clubs nationwide in October 2012.
Debs Carter, WKD’s marketing director, said: “After the success of our ‘WKD Weekends – Bring it on’ campaign, we wanted to further tap into this innovative technology which is very popular with our audience. To keep our campaign relevant to the people who drink WKD we chose to partner with Blippar as they have high user activity with the 18 to 30 year old market. The blipp is a great way for students to break the ice when meeting each other and have a laugh together. This is also a great opportunity for us at WKD to get across our personality via a new platform.”
Jessica Butcher, co-founder and CMO of Blippar, said: “It’s great to be working with WKD again, this time on our first interactive, 3D T-shirt campaign in the UK. WKD is always keen to have fun with its customers and it continues to push the scope of our platform to create campaigns that make them stand out from the crowd.”
The campaign was developed by WKD’s creative agency BIG Communications.