Uniqlo partners with Sony Pictures for first augmented reality campaign

By Matthew Chapman, marketingmagazine.co.uk, Friday, 29 June 2012 12:57PM

Uniqlo has partnered with Sony Pictures to launch 'The Amazing Spider-man' T-shirts and will push the range with its first-ever use of augmented reality.

Uniqlo: teams up with Sony Pictures to launch T-shirt range

The tie-up with Sony Pictures is timed to coincide with next week’s launch of 'The Amazing Spider-Man in cinemas.

Attention will be drawn to the range with a competition featuring a New York ticket giveaway, run via Aurasma's augmented reality technology.

Posters featuring creative from ‘The Amazing Spider-man’ are being placed in windows of Uniqlo stores, and passers-by will be encouraged to use the Aurasma app to access exclusive 3D content and win a trip to New York.

The graphic and slogan motif 'Spider-Man' will be included on seven different designs of T-shirts, as part of a new Uniqlo collection.

The Japanese clothing retailer has a reputation of innovating in the digital space, with initiatives including the Pinterest 'Mosaic' campaign launched this week, and a Lucky Counter Twitter campaign it created while its ecommerce site was down.

Follow Matthew Chapman at @mattchapmanUK

This article was first published on marketingmagazine.co.uk