Tsubo® Footwear partners with Aurasma to bring the New York Fashion Week experience right to your shoebox
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.
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.
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.