The projections featured only an image of a blue puffer along with a QR code that directed users to the website where they could pre-order the jacket. The gimmick created such a buzz that the website crashed due to high traffic in the first 30 minutes.
The campa ign also included posters and print ads and was hailed as an innovative marketing ploy as it intrigued people and got them scanning.
But it didn’t end there.
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A few weeks later, another set of mysterious ads appeared.
This time, they featured jumpsuits in a similar shade of blue as the jackets. People wondered if this could be the next product from the line. However, these jumpsuits are the kind worn by Uyghur prisoners.
Upon scanning these QR codes, users reached a landing page with information on the forced labour crisis in China and tips on how they could help.
Kanye West planned am amazing marketing surprise for his new hoodie at 3 AM on his birthday, Kanye West surprised fans by hijacking iconic buildings in New York, Chicago and Los Angeles with ‘floating projections’ of a blue jacket from his much awaited Yeezy Gap collections.
Just like Kanye hijacked the buildings and got a whole lot of attention for it, the Human Rights Foundation hijacked the Yeezy x Gap ads to raise awareness about Uyghur and Turkic labour, one of the biggest issues pertaining to the fashion industry today.
Everyone today always has their smartphone, most phones have a decent camera, & that camera is capable of doing more than just opening websites. Most smartphone models now come with a built-in QR scanner on the camera app. For those that don’t, there are 3rd party apps.
Not only is it easier than ever to read QR Codes, but companies are also able to add branding to QR Codes to incorporate brand personality into the traditional black & white square. Plus, with Dynamic QR Codes, you can easily track & measure where, when, & how many potential customers view your content or use your services.
When we make choices about different brands, we are choosing to create an identity. We as human have fundamental need to have a support system, whether it is religion, community or institutions. Now brands have stepped in as pillar of our identity. In marketing there is an idea that we relate to brands in the same way we relate to people. Most of us subconsciously choose brands because those brands have some kind of self-expressive value. The best thing we can do is to be aware of the influence that brands hold. It's important to always pause and ask ourselves, "Why I'm buying this product?"
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