AR platform startup GoldRun debuted its augmented reality app yesterday, November 2, with a virtual fashion show featuring selections from H&M’s fall/winter collection—part of the 10 year anniversary celebrations for CondeNast’s Style.com.

The GoldRun app, available for free from the iTunes store, launched with an H&M promotion that allows iPhone users to view, interact with and take pictures of virtual H&M apparel and accessories in front of any of the fashion retailer’s 10 Manhattan locations. Users simply select the items they want to view and then “capture” them by snapping a picture to receive an instant 10% discount on any H&M purchase. Through GoldRun, shoppers will be able to virtually try on outfits, take photographs, and post these images to Facebook to create their own personal look books.

A pioneering approach to location-based marketing, GoldRun combines the visual impact of augmented reality and the precision of GPS to deliver virtual goods, user rewards and interactive advertising in the form of social media games, virtual guides, couponing and loyalty programs.

“After a decade of developing digital media campaigns for top tier brands and recognizing the explosion in smartphone sales and increasing interest in location-based marketing, I realized there was a need for a new type of media buy, one tailored for the mobile space,” said Vivian Rosenthal, CEO of GoldRun and co-founder of digital media studio Tronic.

A focused place-based media buy, GoldRun helps brands, ad agencies and organizations create highly targeted, hyper-localized activities, or «runs,» that people can select and participate in using their smartphones. «Our platform translates what brands love about the internet—trackable ROI, on-the-go data collection, performance-baed fee structures—and transplants this system into the real world,» said Rosenthal.