boohooMAN is launching its first augmented reality campaign this Black Friday as a further move into the digital space. The online fashion retailer's HACK FRIDAY campaign features its digital character and 'hacker' Robin. The campaign follows the story of young, Robin who has infiltrated the world of fashion by offering up unexpected discounts for all consumers.

boohooMAN will be presenting a number of out of home advertising moments including Billboards and fly posters around the globe to showcase the experience. Each billboard will contain a QR code which upon scanning will open the augmented experience where the hacker comes to life and reveals additional offers to the customer. These offers will be on top of site promos allowing the customer to receive a higher percentage off-site.

Head of Ecommerce at boohooMAN, Victoria Pearson commented:

“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.”