Studies

Augmented Reality: JCPenney "Virtual Dressing Room"

OBJECTIVE

• Reach the teen influencer through innovative opportunities relevant to their digital consumption habits
• Promote JCPenney's Back-to-School product lines

STRATEGY

• Hearst Digital Media created a first-to-market tool that integrated JCPenney products and reached teens in an engaging and interactive environment

Solution

• A custom augmented reality dressing room experience on Seventeen and Kaboodle that allowed teens to virtually try on JCPenney products from the comfort of their bedroom
• Dressing Room featured 50 JCPenney items for teens to "try on" via their webcam
• Sharing tools allowed teens to ask friends for their opinion via posting to Facebook or through email
• Promotion included: Hearst & JCPenney Corporate PR and high-level editorial placements across Seventeen and Kaboodle

Experience

• The tool received national press coverage in the New York Times, Wall Street Journal, Huffington Post, and more
• Users were highly engaged and many snapped photos & shared their virtual outfits