Oh that Taylor Swift. She loves to include her fans in everything, including her second scent, "Wonderstuck Enchanted."
Parent co. Elizabeth Arden integrated Aurasma, the world's leading augmented reality platform, to create an interactive print campaign.
What is an augmented reality campaign?
Well, fans that signed up for free samples via Facebook received 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 placed their smartphone's viewfinder over the direct mail piece to discover hidden video content featuring Taylor Swift!
After watching a special video, viewers are presented on-screen options to access the "Wonderstruck" social feed on Twitter, which is at www.twitter.com/Wonderstruck or 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.
Swift will release new album Red on October 22.
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