Saks is turning products from its holiday gift guide into AR activations on Instagram. The luxury retailer teamed up with Yahoo Creative Studios to create an interactive augmented reality selfie filter for Instagram where users can explore a Saks-inspired virtual holiday world via the brand’s Instagram page. Users can choose from three options: a glam filter adorns Instagrammers with jewelry and invites them to a festive party, a seaside resort filter instantly puts them in vacation mode complete with sunglasses and a hat, and a ski slope filter dresses them in goggles and a warm scarf. Saks’ activation was inspired by a Drapers survey that found more than one-half of Gen Z and Millennials go to Instagram for fashion inspiration. AR is a necessary tool for engaging with young consumers, and combining it with some of their favorite things (a.k.a. fashion) is one way to boost engagement with them. (Adweek)
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