Optic 2000, the French cooperative of independent opticians, chose an atypical marketing tool to promote its collection of eyewear named “Les Inimitables,” last month. On Nov. 6-9, visitors at the Quatre Temps shopping mall at La Défense, near Paris, could stand in front of a giant interactive mirror to scan their look and then check their “similarity rate” to other looks. After the analysis, visitors were then invited to move to the other side of the mirror to create their own glasses via tablets directly connected to the minisite www.devenezinimitable.com, which was left online until Nov. 30.

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