BoohooMAN has launched its first augmented reality (AR) billboard in Manchester as part of this year's Black Friday campaign.
The online fashion giant has kicked off Black Friday with a rebranded 'Hack Friday' that introduces a new dystopian digital character.
Following the story of a young hacker, Robin, the campaign looks into a world infiltrated by fashion while offering up discounts for consumers.
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As well as the giant AR billboard on Trafford Wharf Road, QR codes will also be fly-posted in cities across the world.
Each billboard has a QR code which offers an open AR experience where the hacker Robin comes to life to inform customers of the deals available.
Head of Ecommerce at boohooMAN, Victoria Pearson, said: “Our aim was to lift traditional billboard spaces by utilising augmented reality alongside the cyber hacking revolution.
"This campaign is the first of a number of digital projects we are working on to provide more value to customer’s long term.”
CEO Samir Kamani said: “This is an exciting time for the boohooMAN. We are able to give customers the opportunity to scan our posters and billboards around the world to receive special offers and experience our virtual reality.
"We’re proud to be one of the first to launch an interactive digital experience on this scale.”
It comes as AR technology has made headlines with Facebook's rebranded company Meta announcing the realisation of a complete technological space, known as the metaverse.
Other digital cultural factors such as NFT's and cryptocurrency could also play a crucial role in future AR technology.
The digital fashion retailer has also hinted that extra deals will be available on Friday 26 and Monday 29 this November.
