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2011 IMA Awards: Most Creative Use of Technology
Greer Jonas
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Hearst Digital Media—Augmented Reality: “JC Penney Teen’s Virtual Dressing Room"
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Hearst Digital Media—Augmented Reality: “JC Penney Teen’s Virtual Dressing Room"
 Back-to-school shopping doesn’t have to be old school. Creating an online Virtual Dressing Room where teens “tried on” clothes and shared photos with peers via Facebook and email proved a perfect fit for Hearst’s Seventeen and JCPenney to connect with their target audience of teens between the ages of 12 and 17.
Hearst Digital Media worked with tech shop Metaio to create an augmented reality app where users could access Web cams accessible through Seventeen.com or Kaboodle.com and try out real (pre-photographed) JCPenney styles. The campaign ran from late July to early September, to coincide with the store’s new back to school product lines, and users tried on 1.1 million pieces of merchandise. Weekly calls among the collaborators and the dedication of Hearst’s digital photography unit helped ensure a tres chic virtual JCPenney clothing line and successful campaign.
“We worked closely with Hearst digital photography studio to shoot the desired products in-house to provide the best user experience,” says Brandon Perlman, HDM director of marketing strategy.
Fast Fact: The Virtual Dressing Room received national press coverage in The New York Times, The Wall Street Journal and other outlets.
Honorable Mentions:
- Entertainment Radio Network: EBay Motors and Motor Trend Radio Present: Mod Jobs
- Entertainment Weekly Magazine: EW’s Mobile Movie Preview Program
- Hearst Digital Media: Pictela: "Macy's Fall Men INC"
- Martha Stewart Weddings: "Scan to Win $1000" Microsoft Tag Promotion
- Shape magazine: SHAPE’s New Year, New You- Digi-Mag
- XXL Magazine: Kargo
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