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Balenciaga Launches Innovative AR Campaign for Limited Edition | Crypto California Club

Balenciaga Launches Innovative AR Campaign for Limited Edition Collection in China's Chinaverse

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.

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