The company has released a “Last Statement” T-shirt with a logo that is used as a trigger for argument reality AR tools on Instagram. After buying a T-shirt, Carlings’ customers can point their Instagram camera at the brand logo and apply a new digital design.
Basically, the functionality allows customers to wear T-shirts with a new design digitally. A new design appears on a photo or a video when a customer points their Instagram camera on the T-shirt. It moves and shifts along with the person and looks natural, allowing users to photo and share themselves in new clothing without actually buying it. The digital designs are available on Carlings’ Instagram page.
Carlings utilized Instagram’s “Targeting Tracking” tool that uses specific images of the real world to trigger AR effects. The social media company has already tested the feature with Starbucks, Adidas, and Refinery29 Rooms. However, in most use cases, these AR filters have been used to detect faces and map filters to them.
Carlings was the first to apply AR filters to clothing. The company demonstrated virtually endless marketing potential of expanding AR to the body and clothes and creating new shopping and self-expression experiences for the customers.
“It is yet another indication, though, of the potential of augmented reality to lead us to a new type of garment — one that is enhanced by computer graphics. We are entering an era where a ‘wardrobe update ‘takes on an entirely new meaning,” Matthew Drinkwater, head of the Fashion Innovation Agency at London College of Fashion, commented in the interview with The Vogue Business.
The idea behind the innovation is to meed the gaming needs of the new generation of customers and merge fast fusion reality with the intention of less waste. According to Morten Grubak, the executive creative director for Virtue, an agency that led the project, the Carlings T-shirt was created with environmental issues in mind, such as “I’m sure dinosaurs thought they had time too” and “Stop denying our planet is dying.” The company donates €10 for every T-shirt sold to Wateraid.