Retailer Kohl’s is hosting a holiday pop-up in New York this weekend, but Snapchat users nationwide will be able to experience it firsthand thanks to a portal lens.
The event will take place at 632 Broadway in Manhattan. There will be a closed event Nov. 6 for executive leadership, media and influencers, and the holiday pop-up will be open to the public Nov. 7 through 10, from 11 a.m. to 6 p.m. ET.
Guests attending the event will walk through a holiday window-shopping experience, New Gifts at Every Turn, featuring holiday collections from high-end brands and designers including Elizabeth and James, Jason Wu, Lauren Conrad, Vera Wang and Scott Living.
They will also be able to pose with an avatar of Wang in the Simply Vera shop via a marker tech lens.
For those unable to physically attend, Kohl’s and Snapchat teamed up on a portal lens, developed in tandem with the in-person event’s production team, which will replicate the event space in 3D and enable them to shop for featured products.
When Snapchatters who are not at the actual event open the lens, they see an augmented reality Kohl’s doorway. Walking through it takes them into the Windows Holiday Experience, where they can pivot around the space and explore all of the collections.
And people using the lens can tap shoppable links to purchase their favorite products directly via the Kohl’s website.
The lens will be available via the Lens Carousel for U.S. users from Nov. 6 through 11, as well as via a Snapcode.
Snapchat said using AR to mirror a well-known retail brand’s window-shopping experience is a unique way to engage with its audience, adding that this type of campaign encourages positive brand association and gives Snapchatters more shopping options during the busiest buying time of the year.
Creative strategy vertical manager Sallie Crawford said in an email, “Working on new, innovative AR campaigns with a respected brand like Kohl’s is always a thrill. We love how they’re reimagining holiday window shopping with the in-person New York City event, and our portal lens is the perfect way to bring that experience to the broader Snapchat community. As the first AR-powered window-shopping experience, we’re bridging the gap between the digital and physical worlds and giving Snapchatters the opportunity to fully explore Kohl’s new holiday offerings, no matter where they are.”
Kohl’s and Snapchat also teamed up on a Kohl’s Cash Snapchat lens, where users play a football-themed game to fill their cart with gifts and the retailer’s purchase rewards as they make their way down the field.
Other social networks are in the mix, as well.
Customers who engage with Kohl’s on Twitter can receive on-demand same-day product delivery during key holiday moments.
And the retailer will use Pinterest’s Pincodes to back its Jammies for Your Families, enabling shoppers to scan Pincodes on hangtags and in-store signage to navigate to a Kohl’s board.