Earlier this year Ralph Lauren partnered with Snap Inc., makers of Snapchat, to offer virtual Ralph Lauren clothing. More recently, the two brands have brought their partnership out of the app and into the real world - Snapchat users can now scan the Ralph Lauren logo on the left chest of a Ralph Lauren garment (or anywhere else it appears) to unwrap an exclusive in-app virtual reality holiday experience.
Scanning the logo leads to a Ralph Lauren branded lens featuring virtual holiday gift boxes that users can interact with and send to friends. The lens will update throughout the year to remain seasonally appropriate.
The new campaign, part of an ongoing partnership between Ralph Lauren and Snap Inc., will look to cash in on the iconic status of the Ralph Lauren logo. The easily recognizable "polo pony" is a fundamental part of Ralph Lauren's branding strategy and has remained on the left chest of their shirts since for over four decades. This campaign puts the focus squarely on the logo.
It may seem incongruous that Ralph Lauren, a "preppy" fashion brand that hasn't changed its primary logo in 50 years, is the leader in fusing digital and physical products. However, they are proving to be far ahead of their competition. Another example of their cutting edge digital marketing is evidenced in their new virtual experience that lets shoppers "inside" iconic store locations using their smartphones.
We can expect to see more companies capitalizing on their logo—and not just from Snapchat. Marketers are getting better and more creative at incorporating digital features into branded products (such as Chipotle with its QR-activated voter registration T-shirts).