Hugo Boss banking on the 3-D trend in movies to pique interest for a multi-platform integrated campaign to launch their Fall/Winter line. I wonder how effective it will be. My guess is that not many people own 3-D glasses. Does staring at blurry images enhance the Hugo Boss brand? Will people move beyond the novelty to actually view the collection? This will be an interesting case study in the use of trendy new technology and social media integration for a luxury brand.
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