Gucci Beauty is promoting its Bloom Profumo di Coinbase User List Fiori fragrance with an augmented reality (AR) experience that invites users of photo-messaging app Snapchat to step into a virtual “garden of dreams,” according to an announcement Coinbase User List shared with Mobile Marketer. After walking through a “portal lens” in the app, Snapchat users can search through the AR garden to find all five Bloom fragrances among a maze of bushes, flowers and gold dust. Traveling along thorny paths and past flowing fountains and showers of rose petals, visitors to the virtual garden can unlock hidden extras.
The experience, available for a limited Coinbase User List time in the Snapchat carousel that features a selection of AR lenses, steers users to visit the luxury brand’s website where they can purchase Gucci Bloom fragrances directly. Insight: Gucci Beauty wants to engage Snapchat users with a branded experience inspired by its Bloom fragrance Coinbase User List by letting them hold up their smartphones and step through a virtual portal into a dreamy, computer-generated landscape. The immersive AR experience gamifies the process of learning more about the product as people search the virtual garden for the fragrance, and underscores the theme of “imagination, freedom and identity”
With many consumers avoiding stores during the pandemic, virtual experiences like this are a creative way to connect with shoppers as they browse gifts during the holiday season. The luxury brand’s AR experience for Bloom marks the second Coinbase User List time it has sponsored a portal lens on Snapchat, a sign that Gucci’s efforts on the app could be paying off. During last year’s holiday season, Gucci sponsored the first luxury fashion portal lens, giving Snapchat users the illusion of stepping through a computer-generated door to visit a psychedelic tropical island that showed virtual handbags and accessories from the brand. Gucci wasn’t alone in sponsoring a portal lens,