{"id":3435,"date":"2020-03-02T17:12:19","date_gmt":"2020-03-02T20:12:19","guid":{"rendered":"https:\/\/www.alicewonders.ws\/blog\/2020\/03\/02\/augmented-reality-activation-lu-magalu\/"},"modified":"2020-03-02T17:12:19","modified_gmt":"2020-03-02T20:12:19","slug":"augmented-reality-activation-lu-magalu","status":"publish","type":"post","link":"https:\/\/www.alicewonders.ws\/blog\/en\/2020\/03\/02\/augmented-reality-activation-lu-magalu\/","title":{"rendered":"Augmented Reality Activation with Lu from Magalu"},"content":{"rendered":"

We brought Magazine Luiza’s brand persona, who is also the brand’s digital influencer, to take part in an activation, interacting with people in real time <\/span><\/i><\/p>\n

<\/b>In October 2019, we created a project for the opening of <\/span>Magazine Luiza<\/b>‘s <\/span>virtual store<\/b> in Barra Bonita, S\u00e3o Paulo. This new <\/span>retail<\/b> concept offers a fully virtual store for local sales through a catalog, with no inventory and no display floor. <\/span><\/p>\n

For the event, we created four tech-driven activations in total, all designed to get the public interacting with the products and the brand. Two of these activations were <\/span>games<\/b>, a Quiz and a Memory Game, designed to showcase the catalog and the different types of products sold at the store. <\/span><\/p>\n

A third activation was the development of an <\/span>Augmented Reality<\/b> app. Customers received a free disc (shaped like a coaster) and downloaded the app. With the app open, when they pointed their phone camera at the disc, Lu appeared in <\/span>AR<\/b> sharing information about promotions and other customer service channels. <\/span><\/p>\n

\"Magalu
Screenshot of the Magalu RA app. On the right is the app interface, and on the left, the RA Scanner tool open.<\/figcaption><\/figure>\n

Selfie with Lu<\/b><\/h3>\n

Our main activation for the store opening was giving the public the chance to interact with Lu through Augmented Reality and take a photo with her. Lu is the brand persona and acts as the digital influencer on Magazine Luiza’s social media channels. <\/span><\/p>\n

We developed a technology in which Lu invited people to interact with her and take a photo.<\/span> Seeing themselves on the screen, people posed next to Lu, and the selfie was taken. At the end, they could take home a printed copy of the photo as a giveaway and also share it on social media. <\/span><\/p>\n

Photos could be taken with one or more people. <\/span><\/p>\n

\"Printed
Printed photos with Lu in Augmented Reality<\/figcaption><\/figure>\n

What sets apart the two types of AR we used in these activations? The first, through the app, is an individual interaction. The second, on the other hand, creates a shared experience with other people, is more fun, and generates instant engagement data. <\/span><\/p>\n

The popularity of the brand persona played a significant role in attracting and engaging the public organically, which proved to be a smart strategy. And our technology made it possible to execute this branding activation, bringing innovation to the POS. <\/span><\/p>\n

See more about the store opening and our activations in the video below. <\/span><\/p>\n