When Gucci unveiled its Gift Giving campaign for the holiday season in November 2019, an interactive microsite generating delightful mobile wallpapers accompanied the launch. Another activation introduced virtual stickers on Instagram, iMessage and Giphy.
Upping the ante in the digital experience was a special section on the Gucci app where an Augmented Reality (AR) portal transports the user to a virtual tropical island with fluorescent holographic elements recalling the campaign’s visuals. These psychedelic hues also coloured the lights and shadows of an Instagram face filter.
Those were the kinds of digital engagement fashion would supplement to play up the hype for fresh releases, before Covid-19 imposed lockdowns worldwide in 2020 that effectively put an end to most in-person social contact.
Deprived of the joy of dressing up, people turned to the digital universe where they could style their avatars. With soaring levels of engagement then, it did not take long to recognise the potential in brand-building, as well as the opportunities to engage young consumers and unlock new value streams in the communities within the vast gaming industry, which according to Accenture, is valued at over US$300 billion and attracts 2.7 billion players globally.
“The video game industry is larger than the music and film industry combined,” David Reitman, the global gaming lead at Accenture, pointed out. “When you make that statement, it basically has people take a pause.”
Denne historien er fra July 2022-utgaven av Prestige Singapore.
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Denne historien er fra July 2022-utgaven av Prestige Singapore.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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Double Take
Although somewhat dismissed by the contemporary art world as gimmicky, works that incorporate optical illusions remain immensely popular with the general public. Perhaps it speaks to our inherent need for something slightly magical in our everyday lives.
Plugged Into Wealth
Fintech advocate Carney Mak is bullish on disruptive technologies, but preaches deep understanding of business models before diving in.
Going for Green
SIMON ROGAN's visionary approach of cooking in tune with nature is inspiring chefs in Asia to be more sustainable.
TABLES TURNED
They could have their pick of the best schools, but more young super achievers from Asia are going to a hotel academy a choice they believe opens up more doors.
PRECIOUS HISTORY
Cleef Arpel TACHA VASSILTCHIKOV res her insights the jewellery house Peers preserving its patrimony and Heritage.
MARKS OF DISTINCTION
A clasp-free necklace that could be easily put on by the wearer, without assistance.
Colours of the Season
Thanks to K-pop stars, analysing colours to personalise make-up has surged, with theslategs service available from the boutique of Korean. brity make-up artist JUNG SAEM MOOL.
MAKING OF AN OPUS
In Hermes’ Barénia, in-house perfumer CHRISTINE NAGEL has realised a decade-long dream that harks back to her childhood stories.
Everywhere Care
Serums from homegrown skincare brand Blé de Fonty target more than just the face.
Pucker Up
Lip moisturisers are essential in Singapore’s air-conditioned environment. We share our personal favourites and introduce lip care that go the distance.