Office Depot Integrates BTS Promos Via Augmented Reality, Mobile, And Social
By Christine Kern, contributing writer
Promotion integrates brick-and-mortar stores with an omni-channel shopping experience
Office Depot has teamed up with Hollywood Records’ pop-rock quintet R5 to revisit the enhanced experience granted by augmented reality with a new back-to-school promotion that integrates bricks-and-mortar stores with an Omni channel shopping experience that taps the growing, loyal fan base of rock band R5.
The new back-to-school ‘Gotta Get INSPIR5D’ campaign encourages students to “work hard, do greater and think bigger.”
To support this mission, R5 is sharing their own inspirational stories in an effort to motivate students to work hard and follow their dreams.
“We were lucky to find our passion in music at a young age. We’ve been a band for five years now and we wouldn’t be here if we hadn’t had big dreams and a lot of support. As a band and a family, we find inspiration in each other every day,” said Riker Lynch on behalf of R5. “We are excited about this amazing ‘Gotta Get INSPIR5D’ campaign and opportunity to connect with students in a new virtual way.”
The campaign runs July 21 through September 30 at most Office Depot and OfficeMax store locations, and allows students, parents and teachers to engage with a one-of-a-kind augmented reality experience with the band.
Utilizing a smartphone and the Office Depot mobile app, shoppers can Be INSPIR5D as R5 comes alive, on the phone’s screen, to offer words of encouragement and then poses for a photo opportunity with them. Fans can then share their inspiration and R5 group photo via their social network.
Office Depot’s promo also includes a free mobile-enabled sheet of stickers with the purchases of $75 or more. Scanning stickers with the app unlocks video content from R5 and a code to redeem four free songs.
“’Gotta Get INSPIR5D’ continues Office Depot’s commitment to support students preparing for a new and adventurous school year,” said Tim Rea, executive vice president of marketing for Office Depot, Inc. “We are thrilled R5 is sharing their experiences with students in this ‘Gotta Get INSPIR5D’ campaign. Our shared passion is to encourage individuals to be confident, work hard and keep reaching for their dreams.”
Building on the success of last year’s augmented reality campaign with One Direction, the new campaign includes three pre-roll video ads and some social posting that targets R5’s fan group. "One of the really big things we learned last year was around the One Direction affinity group and how we can tap into some of the most influential online voices within the fan group to help us spread the message," said Emery Skolfield, Office Depot’s senior director of digital marketing.
Retailers are engaging with young shoppers this BTS season as never before, with more mobile and social promotions. Target has launched a new mobile app that lets shoppers bookmark products from ads or magazines using the camera on their smartphone in addition to a YouTube series targeting the back to college set. And office supply chain, and Office Depot competitor, Staples has partnered with Teen Vogue for a new collection and comprehensive price matching program.