It would be interesting to see if this rather complex promotion generates any incremental sales.  Interesting idea, though.

Source: PSFK

H&M's GoldRun Mobile Game

Retailer H&M and AR platform GoldRun have partnered together for an interactive mobile & display window activation, in which the GoldRun app lets iPhone users interact with H&M clothing & accessories displayed in the storefront windows of the retailer's Manhattan locations. Users choose the items they want to view and capture them with their phones to create their own 'virtual fashion show', receive an instant 10% off the store's wares and be entered for a chance to win gift certificates and a trip to Las Vegas. The app will facilitate trying on outfits virtually, posting of images to Facebook, and creation of custom lookbooks.

For a fast-fashion retailer like H&M – whom also arguably counts on a younger demographic for a not-insignificant portion of its business – the app and activation feels like an instinctively fun game and competition-based tool. But will it generate incremental sales for the retailer? We'd love to learn about the activation's impact and results, given it's much-hyped 'game'-based motivation.