Marks & Spencer
The concept is an augmented-reality screen where visitors could browse and “try on” clothes, bags and other accessories from the store’s forthcoming collection. To extend the life of the experience, users had the option to capture a photo of themselves and share it on the Marks & Spencer Arabia Facebook page. An accompanying app was also developed and released. During the campaign, nearly 7,000 women (35 percent of all female visitors) stepped into the Virtual Closet, and 62 percent of the targeted mobile users downloaded the app, which enabled them to scan QR codes on the store’s façade and experience the Marks & Spencer catalogue on their mobile device. Nearly 12,000 people shared, liked, or commented on Virtual Closet posts on the M&S Arabia Facebook page, leading to an increase of 19,500 fans in just two weeks.