Spanish clothing and accessories brand Pull & Bear is kicking off the launch of its Pacific girls collection with Pacific Game, an augmented reality experience on social media. Pacific Game uses the front-facing camera on mobile devices to take players on a virtual trip from California to Tokyo. All the way, players are tasked with avoiding obstacles and collecting points as they get closer to their goal.
As the Pull & Bear clothing collection was launched in collaboration with Facebook’s Creative Shop, the augmented reality game is being introduced on Facebook and Instagram to reach Gen Z consumers.
With an increasing number of gaming and fashion crossovers, consumers are being engaged in immersive ways that don't rely on in-person experiences.