SAN FRANCISCO, March 5, 2012 /PRNewswire/ -- Tsubo, a
California-based footwear brand
known for its seasonal collaborations with emerging New York-based fashion designer Timo Weiland,
has partnered with Aurasma, the world's leading augmented reality
platform, in a whole new way.
Customers who purchase a pair of Timo Weiland for Tsubo women's
shoes are prompted to download the Aurasma Lite application from
the App Store or Android Market, and then hover their iPhone, iPad
or Android over the shoebox packaging to see a video of the shoe
they just purchased as it appeared on the Timo Weiland/Tsubo Spring
2012 New York fashion week runway.
To see a short video of this unique experience click here:
http://youtu.be/QL4k3n4_xMw
"We want to share the New York Fashion Week runway experience
with everyone who purchased a style from our Timo Weiland for Tsubo
capsule collection," explains Gianpaolo
Altomari, Marketing Manager of Tsubo. "Our customers are
both tech and fashion savvy, and partnering with Aurasma to embed
video in our shoeboxes was a great tool for sharing the excitement
and panache of these styles. Plus, it's a lot of fun for the
consumer."
Tsubo first partnered with Aurasma in Fall 2011, embedding its
sales catalogs with images that prompted videos illustrating an
in-depth journey of the brand's comfort technology and
craftsmanship. Enabling a deeper understanding and awareness
of the brand's design and construction, Tsubo armed its sales teams
with these capabilities while selling the Fall 2011
collections.
"We are thrilled to work with Tsubo on their second
Aurasma-enabled campaign in less than six months," added
Jennifer Rapp, general manager of
Aurasma. "Tsubo is setting a new bar for fashion brands by
effectively combining fashion and technology to tell a richer story
with greater impact and reach. "
Tsubo's collaboration with Timo Weiland stemmed from Tsubo's
"The New Creatives" initiative, which sets out to work with
emerging design talent to push the boundaries of footwear design,
technology and style. The six-piece capsule collection of women's
footwear for Spring 2012 debuted at the Timo Weiland New York
Fashion Week runway show in September
2011 to rave reviews.
About Tsubo:
Founded in 1997, Tsubo® (a division of Deckers Outdoor
Corporation NASDAQGS: DECK) was founded by designers and craftsmen
that believe good design enhances your life, and a well-designed
shoe should complement your body and natural movement. Inspired by
the beauty of great design from fashion, architecture, furniture
and automotive, Tsubo creates footwear for the innovators and
originators. Those who know that truly fine design runs both above
and below the surface.
About Aurasma:
Aurasma is the world's first visual browser – a new platform
technology that merges the physical world with the virtual.
Available as a free app for iPhone3G, 4 and 4S, iPad2 and
high-powered Android devices or as a free kernel for app
developers, Aurasma uses advanced image and pattern recognition to
recognize and understand real-world images and objects in much in
way the human brain does. It then seamlessly blends the real-world
with rich interactive content such as videos and animations called
"Auras". Auras can be created for printed images, product
packaging, clothing, physical places and users can even use the app
to create and share their own.
Since its launch in June 2011,
Aurasma has had more than three million downloads. Over 2,500
partners across multiple markets are using the free technology in
their campaigns or embedding the technology in their own
applications.
SOURCE Aurasma