Kenneth Cole offers intimate experience with augmented reality book
October 4, 2013
The augmented reality feature on the cover
Kenneth Cole has rolled out its first coffee table book with augmented reality features to create a new intimate experience between fashionista readers and the designer.
The book, This is a Kenneth Cole Production, celebrates the 30th anniversary of the company. The designer partnered with Junaio to create the augmented reality features, which appear on the cover and throughout the book.
“It was an innovative way to provide more content,” said Amy Choyne, chief marketing officer/senior vice president of Kenneth Cole Productions, New York.
“The story isn't just stagnant images, but rather you are able to see behind the scenes footage,” she said. “The strategy was to have the book be a ‘production.’”
The book was designed by Jacob Wildschioedtz and co-authored by Lisa Birnbach, and it tells the history of the fashion designer, starting from learning the shoe business from his father early on.
There is a sticker on the cover of the book that encourages readers to scan to download the free Junaio mobile application.
Once readers download the app, they will be able to see an augmented reality activation that displays an image and personal message from Kenneth Cole himself introducing the contents of the book.
According to Ms. Choyne, this was meant to be a sort of teaser that possible buyers would be able to interact with when deciding whether or not to purchase the book. It was meant to preview the book in order to encourage consumers to buy it.
An augmented reality feature within the book
Beyond the cover, there are five more augmented reality features throughout the book. These pages will give readers special access to exclusive video content about the designer and his company.
The book costs $75, and 100 percent of the profits will be donated to amfAR, The Foundation for AIDS Research.
One page in the book
Augmented reality is a great way to take print to the next level, be it in a book, magazine or in-store signage.
While book publishers have been slow to execute augmented reality features, a number of other publishers have begun experimenting with the technology.
For example, Time Inc.’s This Old House used augmented reality within its August issue to promote its annual Great TOH Giveaway (see story).
IKEA also leverages the technology in its 2014 catalog to let consumers see how a piece of furniture would look in their own home before purchasing (see story).
“Today, digital is part of consumers’ everyday consumption,” Ms. Choyne said. "Content is shared, pinned, tweeted and of course viewed both online and on their mobile devices."
“With so much rich brand content we felt it was important to provide viewers with an enhanced experience that augmented the traditional print content,” she said.
Rebecca Borison is editorial assistant on Mobile Marketer, New York
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