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Tiffany & Co. AR Introduces New Marketing Frontier

Tiffany AR
By Luigi Savarese
Luigi Savarese

3 Min

September 5, 2023

Luxury jeweler Tiffany & Co. brought AR to the US Open tennis tournament in a new partnership with Snap. The AR experience, available through an AR mirror at the tournament, allows attendees to play with a digital, diamond-encrusted tennis racquet and interact with digital trophies.

The project is a way for Tiffany to showcase its brand and products in a new and engaging way. It also taps into the growing popularity of AR, which brands across industries are using to create immersive and interactive experiences.

The AR mirror is in the US Open Fan Zone and is open to all attendees. To use the experience, scan a QR code with your smartphone and hold it to the mirror. The mirror will then project a digital tennis court and racquet onto your reflection. You can then use the racquet to hit a digital ball back and forth.

You'll receive a digital trophy if you hit the ball into the net. You can also take photos and videos of your experience to share with friends.

The AR mirror is a fun and innovative way for Tiffany to connect with consumers at the US Open. It's also a sign of the growing importance of AR in the luxury industry. As AR technology develops, we expect more brands to adopt this powerful tool to engage with customers.

AR: The Future of Brand Story Telling

Augmented reality (AR) technology has revolutionized how brands market their products, and the Tiffany & Co. AR mirror is a perfect example. The experience is well-designed and executed, providing users a unique way to interact with the brand.

AR technology can potentially have a major impact on the luxury retail industry thanks to personalized marketing strategies. In fact, AR technology allows virtual try-ons, particularly in the fashion industry. By allowing customers to try on products virtually, they can see how a garment will look on them before making a purchase, which can increase customer satisfaction and reduce returns.

Another effective way that brands use AR technology is through product placement. By placing their products in real-world environments through games, apps, or social media filters, brands can showcase their products in a fun and interactive way. This helps create brand awareness and boost sales, as customers are more likely to engage with products they can see in a real-world setting.

Finally, AR technology allows brand storytelling about their products and services. Interactive experiences, animations, or augmented reality videos can engage customers and enhance their shopping experience.

Using AR technology in marketing has many benefits:

  • AR experiences are more engaging than traditional marketing methods as they are more immersive and interactive.
  • AR experiences are personal to each user, creating relevant and appealing experiences.
  • AR experiences are measurable, providing insights into their effectiveness at reaching the target audience.

However, there are also challenges associated with using AR technology in marketing. These include the cost of developing and implementing AR experiences, the complexity of creating and deploying them, the technical requirements (users must have compatible devices and software), and the fact that AR technology is still new and has yet to be widely accepted by consumers.

Despite these challenges, the benefits of using AR technology in marketing outweigh the risks. As the technology becomes more affordable and accessible, we expect more brands to adopt AR to reach their target audience.