PacSun’s spring campaign features Emma Chamberlain, AR / VR experiences, and a video game. Starring Gen Z-icon Emma Chamberlain as the face of the campaign, PacSun’s spring collection “is centered around looking to the future and the dream of escapism” via vibrant hues, pastels, earthy tones, and greenery. PacSun recently directed a virtual reality experience starring Chamberlain as her digital avatar in a digital world, introducing consumers to the spring collection in a visual way. And a video game experience, “PacSun the Game,” is now available via the PacSun App and App Store where players can explore underwater worlds and join the brand’s guide to search for underwater coral and resources, unlocking new levels along the way. PacSun continues to adapt to meet young consumers’ preferences by creating gender-neutral styles while introducing them via livestream shopping events, and its spring campaign shows how they’re using virtual experiences to once again engage with Gen Z and Millennials. (WWD)
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