Balenciaga, the Parisian fashion label, has recently launched an innovative campaign to promote its 520 limited edition collection. The brand has employed augmented reality (AR) technology in a mini-game featured on its official WeChat account. In the game, players enter a virtual world as farmers wearing items from the 520 collection and learn about regenerative agriculture to complete tasks, earning them limited edition stickers, wallpapers, and wish cards.
This move showcases Balenciaga’s attempt to bolster its reputation and harness next-generation tech trends like AR to build its virtual identity and propel it into the mainland’s spotlight. While the label looked to the past for its Fall 2023 physical collection, it has embraced the power of technology to differentiate itself from its competitors.
Using China’s holiday seasons to unlock the spending power of local consumers is not a new strategy. Brands and retailers have been trying to capitalize on this trend for years. To differentiate themselves from their competitors, some labels are opting to launch their campaigns via the Chinaverse and other digital avenues.
Li-Ning, for example, is generating buzz by developing a metaverse love story for the upcoming event, while Prada raffled off 20 limited-edition digital collectibles to select Tmall Luxury Pavilion shoppers in February for the Lunar New Year.
Balenciaga’s latest move taps into the gamification trend, which continues to captivate netizens countrywide.
In addition to providing instant gratification to users who complete activities and receive rewards, the mini-game serves as a way to educate consumers on the brand’s agricultural strategies.
Balenciaga Cements Their presence in China
This campaign builds upon Balenciaga’s previous success with digital campaigns on WeChat, further cementing their presence in the Chinese market.
Earlier this year in February, Balenciaga launched a digital collectible campaign, featuring 3XL sneakers as the centerpiece. To create hype around its 3XL sneaker collection, Balenciaga dropped 3,220 digital collectibles, also known as NFTs. Followers of the Balenciaga Wechat Official account were able to snap up one of the yellow and black 3XL digital sneakers free of charge. Balenciaga’s 3XL sneakers from the controversial spring 2023 collection.
This latest campaign represents a creative approach to branding, using AR technology to make the collection more engaging and memorable for consumers. The use of AR in this campaign is a great example of how brands can incorporate technology to connect with consumers and offer them a unique, immersive experience.
Balenciaga’s approach demonstrates the potential for AR technology to be used in creative ways that go beyond just advertising. The use of AR in this campaign represents a new style of branding that blends technology and creativity to make the brand more interactive and engaging.
It will be interesting to see how other brands follow in Balenciaga’s footsteps and leverage technology to enhance their marketing campaigns.