Taylor By Taylor Swift Fragrances Creates Fresh and Unforgettable Experiences with Aurasma

Long time Aurasma customer, Elizabeth Arden, helps drive augmented reality innovation with Aurasma 3.0

PALO ALTO, Calif., Mar. 10, 2014 – Aurasma today announced it is once again partnering with award winning celebrity fragrance brand, Taylor By Taylor Swift Fragrances, (Elizabeth Arden Fragrances Co.), to enrich and enhance its latest marketing campaign.

For the sixth time, the brand is using the world’s leading augmented reality (AR) platform Aurasma (from HP Autonomy) to provide exclusive digital content for its latest fragrance, Taylor by Taylor Swift.

The campaign, for the Taylor by Taylor Swift fragrance, leverages AR to enhance marketing efforts. Taylor Swift Fragrances has used Aurasma to add engaging augmented reality experiences to its direct mail, print advertisements, in-store point of sale, and product packaging. Combined, these methods create buzz, which is shared and amplified via the various social media platforms integrated into the campaign. Click here to see a video example.

“Including Aurasma in our first two Taylor Swift fragrance campaigns brought tremendous results,” said Lori Mariano, Senior Director, Global Fragrance Marketing at Elizabeth Arden. “We like Aurasma’s ability to dynamically update digital content without the need to update the printed packaging or direct mail pieces. This extends the shelf life of our marketing material while keeping fans coming back for more digital information from Taylor by Taylor Swift.”

“Given the mobile nature of Aurasma’s platform, it was an organic fit for the brand to reach Millennials who are mobile-native,” said Emmy Burns, Global Digital and Social Media Strategist, Global Fragrance Marketing at Elizabeth Arden. “By allowing fans to unlock pre-released video content directly off the Taylor by Taylor Swift packaging, we gave them a ‘surprise and delight’ moment that brought social engagement into IRL.”

“It’s wonderful to see a longtime customer be so successful,” said Annie Weinberger, general manager of HP Aurasma. “We are seeing more and more demand from the public for an easy way to bridge the physical with the digital world. Aurasma is the best way for brands like Taylor by Taylor Swift Fragrances and other companies to bring the same personality and excitement associated with their performances or brand to their printed material.”

Aurasma is the main sponsor of the interactive pocket guide and exhibiting at South by Southwest Interactive (SXSWi), featuring almost 100 demos of customer use cases including a demo of the Taylor by Taylor Swift campaign and an Innovation Showcase focusing on the future of this emerging technology. For more information about how Aurasma is changing the way people interact with the world, visit the Aurasma Booth, No. 411.

Aurasma 3.0 is available now for iOS and Android on the Apple App Store and Google Play.

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