Swarovski Elements brought a virtual collection of designer collaborations to Los Angeles as part of their “Let it Sparkle” holiday takeover of Rodeo Drive
To promote a new Swarovski Elements collection, virtual editions of their crystal-embedded products were placed outside participating retailers along Rodeo Drive. Participants used GoldRun to take a photo in a sparkling crystal snowstorm or “try on” the various designer collaborations from Anne Fontaine, Baracci, Bebe, Escada, Frette, La Perla, Missoni, Stephen Webster and Stuart Weitzman.
Shoppers who viewed the sparkling merchandise through the GoldRun app shared their favorite items on Facebook and Twitter, then received digital vouchers for an instantly-available free holiday gift. An interactive, physical sculpture – a shimmering spiral of 55,000 Swarovski crystals with embedded electronic screens – displayed the #LetItSparkle tweets from the campaign. Rodeo Drive never looked so glitzy.