NFT
Balenciaga, the Parisian fashion label, recently launched an innovative campaign to promote its 520 limited edition collection. The brand has used augmented reality (AR) technology in a mini-game 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 farming to complete tasks, earning limited edition stickers, wallpapers, and greeting cards.
This move shows Balenciaga’s effort to bolster its reputation and leverage next-generation tech trends such as AR to build its virtual identity and bring it into the mainland spotlight. As 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 the Chinese holidays to unlock the purchasing 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 choose to launch their campaigns through the Chinaverse and other digital channels.
Li-Ning, for example, is creating buzz by developing a metaverse love story for the upcoming event, while Prada will be raffling off limited edition digital collectibles on February 20 to select Tmall Luxury Pavilion shoppers for the Lunar New Year.
Balenciaga’s latest move capitalizes on the gamification trend, which continues to captivate netizens across the country.
In addition to providing instant gratification to users who complete activities and receive rewards, the mini-game serves as a way to educate consumers about the brand’s farming strategies.
Balenciaga Cementes Their Presence in China
This campaign builds on Balenciaga’s previous success with digital campaigns on WeChat, further strengthening their presence in the Chinese market.
Earlier this year, in February, Balenciaga launched a digital collection campaign, centered around 3XL sneakers. To create hype around its 3XL sneaker collection, Balenciaga dropped 3,220 digital collectibles, otherwise known as NFTs. Followers of the Balenciaga Wechat Official account could get their hands on one of the yellow and black 3XL digital sneakers for free. Balenciaga’s 3XL sneakers from the controversial Spring 2023 collection.
Final thoughts
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 integrate technology to engage with consumers and provide them with a unique, immersive experience.
Balenciaga’s approach shows the potential of AR technology to be used in creative ways beyond advertising. The use of AR in this campaign represents a new style of branding that combines 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 use technology to enhance their marketing campaigns.
