Campaign Spotlight : Lacoste
Discover how Lacoste used SmartNFTs an AR to drive significant Customer Engagement.
TLDR: Lacoste's Christmas campaign used SmartNFTs and Augmented Reality to drive significant customer engagement, resulting in 34,600 AR game users and 49% sample claim rates, demonstrating the effectiveness of integrating Web3 technologies build with the SmartNFT Protocol powered by the $VEE token.
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Terms Definitions:
AR (Augmented Reality): Technology that overlays digital information or objects onto the real world through a device, such as a smartphone.
DOOH (Digital Out-of-Home): Advertising delivered via digital screens in public spaces.
Brands Involvement:
Lacoste: Leading fragrance brand, known for its innovative marketing approaches.
SmartMedia Technologies (SMT): Web3 engagement platform enabling interactive and immersive experiences.
Ocean Outdoor: DOOH media owner providing the digital screens and infrastructure for the campaign.
Introduction
Lacoste launched an innovative Christmas campaign integrating Web3 and AR technologies to engage Gen Z consumers. By leveraging SmartNFTs and AR, the campaign aimed to bridge the gap between online and offline experiences, creating a seamless and interactive customer journey.
The Experience
The "Lacoste Superheroes" campaign featured an experiential pop-up at Westfield London, combining AR and SmartNFTs to create a unique treasure hunt. Participants registered for Web3 wallets and received SmartNFTs, which they could use to unlock prizes and AR experiences. The event included a superhero photo booth and real-time displays on large screens, enhancing the immersive experience.
Brand Integration
Lacoste effectively utilized Web3 technologies to offer an engaging and memorable experience. By distributing SmartNFTs and incorporating AR elements, the campaign captured the attention of Gen Z, aligning with their expectations for interactive and immersive brand interactions.
Technological Impact
The use of SmartNFTs and AR enabled real-time interaction and gamification, enhancing customer engagement and driving foot traffic to physical stores.
User Feedback and Engagement
The campaign achieved impressive results:
92,000 unique page visitors
34,600 AR game users
17,000+ fragrance samples distributed
23,837 users opted-in for email marketing
20,004 prizes claimed
49% of players claimed their sample
Average engagement time of 3 minutes 23 seconds
10,482 players signed up during the first two-day launch weekend
Conclusion
Lacoste's integration of Web3 and AR technologies in their Christmas campaign demonstrated the effectiveness of innovative marketing strategies. By offering an immersive and interactive experience, Lacoste successfully engaged Gen Z consumers, driving significant engagement and enhancing brand loyalty. This campaign highlights the potential of the SmartNFT Protocol (SNP) for other brands to leverage similar technologies to create impactful customer experiences.
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Cheers,
Kumaly.