For example for its spring 2018 show in Milan, Formula 1-inspired TOMMYNOW DRIVE, attendees could scan QR codes to unlock more content on the collection and the manufacturing of a Mercedes racing car.
Tommy Hilfiger's campaign with Instagram customizing software Unfold illustrates how fashion brands are continuing to get creative in immersing mobile users with their designs and possibly spur viral campaigns as Instagram users share their customized Stories. Unfold's app gives users a wider range of software tools to decorate their Stories before sharing them with family, friends and followers. Now, Tommy Hilfiger is looking to spark some brand buzz and Instagram users share its digital designs across the social platform.