Swarovski ‘Let It Sparkle' Campaign Hits Rodeo Drive

By: Katherine Vong - Published: Dec 6, 2011 • References: facebook & psfk
The Swarovski ‘Let It Sparkle’ campaign, the latest initiative by jewelry brand Swarovski Elements, aims to engage customers by letting them bring Swarovski products to life via augmented reality technology.

Promoted on the busy streets of Rodeo Drive in Beverly Hills, California, the Swarovski ‘Let It Sparkle’ campaign comprises both in-store and mobile marketing that centers on an augmented reality app created by GoldRun. The app lets customers get a sneak peek at limited edition Swarovski products that were made in collaboration with designers like La Perla, Missoni and Stuart Weitzman, describes PSFK. In addition to its mobile component, the campaign also features a large Swarovski Elements installation, a "DNA helix-like structure" on Rodeo Drive that acts like a digital billboard, displaying holiday tweets from customers when they use the hashtag #letitsparkle. Stats for Augmented Reality Crystallization Trending: Older & Average
Research: 2,405 clicks in 233 w
Interest: > 3 minutes
Concept: Swarovski Let It Sparkle
Related: 60 examples / 46 photos
Segment: Neutral, 18-55
Comparison Set: 22 similar articles, including: shimmering stylized shoots, extravagantly embellished autos, and crystallized floral fragrances.