Mr Porter, an expansive online clothing retailer, has launched a new campaign to celebrate its first anniversary. The company will kick off an interactive treasure hunt later this month to mark the occasion. The hunt will span five cities around the world. These cities will be Sydney, New York City, London and Hong Kong. What makes the treasure hunt interactive is its use of augmented reality. Using the Goldrun application, participants will be able to track down digital clues that could help them win prizes from Mr Porter.
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The application will guide hunters through their respective cities using augmented reality displays. Following the clues, participants will eventually reach a location where they can find a prize bad. These bags contain an assortment of prizes, such as Lanvin sneakers, Paul Smith cufflinks and articles of clothing. Mr Porter will also choose the best hunter via Facebook and award that person and one friend with a $2,500 gift card.
Augmented reality scavenger hunts have proven to be popular amongst consumers. This is largely because consumers respond well to direct engagement and the prospect of getting something in return for their effort and attention. This is the first interactive scavenger hunt Mr Porter has done. Depending on the success of the campaign, the retailer may take more interest in augmented reality and work to incorporate the technology into other aspects of its business.