New/Emerging/Experimental Media Category: PHD, Elizabeth Arden, Taylor Swift Wonderstruck

TswiftTo drive retail sales for Taylor Swift’s new fragrance Wonderstruck, PHD and Elizabeth Arden wanted to give Taylor’s fans the VIP treatment: a personal photo with the star. A geo-based augmented reality application was created to allow Fans to choose one of five different Taylor images for a photo opp - but ONLY at selected retail outlets where the fragrance was promoted.  The tremendously successful event at Macy’s/Herald Square generated over $45M in sales within hours.

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