To promote her new Autumn/Winter line of 8-bit inspired handbags, fashionista Anya Hindmarch and her eponymous brand, recently launched a mobile app (The PIX by Anya Hindmarch) that allows users to pixelate their photo’s.
Our Director of Mobile Strategy, Parisa Durrani, spoke with Luxury Daily to discuss why a brand, such as Anya Hindmarch, would look to mobile for a creative way to promote a new product line.
“The PIX app is another way for the brand to portray her fun and playful attitude while simultaneously getting free brand awareness when people share the images they make,” Durrani states.
“The novelty of the app may wear off soon for users, but it will be worth it the Hindmarch camp can capitalize on the small window created by this campaign app. This window of opportunity is tight since the app is not particularly deep in terms of offering, which will see the majority of users uninstall after a single use,” she adds.
For more of Parisa’s insights on the topic of creative brand apps, and to view the article in full, click here!