InStyle produces innovative augmented reality campaign
Microchannel created for Vivienne Westwood's Naughty Alice fragrance launch
IPC's InStyle magazine has produced a new advertorial in the form of an innovative augmented reality application to promote designer Vivienne Westwood's new launch, the Naughty Alice fragrance.
In the December issue of InStyle, readers will be invited to the magazine's website to "Make Alice Naughty". Visitors can hold a special symbol, available in the magazine, in front of their webcams and see the pencil drawing of Alice spring to life.
The cartoon Alice, who appears on the perfume's marketing material, will then stroll across the screen, spray the new perfume and transform into a mischievous and playful character.
A bespoke Naughty Alice microchannel (naughtyaliceviviennewestwood.co.uk), created especially for the launch, features the augmented reality element.
Other details of the fragrance, a promotional video, a competition and the opportunity to purchase the fragrance from Selfridges also feature on the website.
"It's a fun and glamorous creative that will achieve real stand-out - our readers will love it," said Linda Swidenbank, publishing director of InStyle.
Liz Garratt, managing director of Coty Prestige, said, "We came up with the idea of using augmented reality to bring to life for consumers the fun, flirtatious spirit of Vivienne Westwood's Naughty Alice fragrance. We are very excited to partner with InStyle on this creative initiative."