Swarovski is celebrating summer by rolling out a new eyewear line and doing it in a really festive way.

The company has launched an augmented reality app on Facebook to “give its fans 15 amazing seconds of fame”. Using the Be Amazing app, people can ‘try on’ a pair of Amazing Sunglasses, dance for the webcam, and submit their video to the Swarovski’s YouTube channel for a chance to win 1 of 15 real pairs of the cool accessory. The global campaign that also features a dedicated web site mostly targeting the young female audience.

Due to the cutting-edge augmented reality integration developed by the creative agency KKLD*, fans can see themselves in the sunglasses from all angles. They only have to look straight into the screen not to loose contact with the app. If they do, the Amazing shades disappear. Trendy techno rhythms make fans want to move and show off their amazing individual style. To personalize their performance, fans can select one of four sparkle filters to play over their video.

“When a brand introduces a new product, it helps to do it with a bang. KKLD* took that bang, added some booming technology, a fresh beat, and a heavy dose of sparkle,” says the creative agency’s web site.

Many other companies also use the augmented reality technologies to promote their brands. For example, in January, Net-a-Porter, an online luxury retailer launched a new collection designed by Karl Lagerfeld using an app for iPhones and iPads. Starbucks used the AR app to enhance consumers’ Christmas coffee experience.

Photo: Swarowski Be Amazing app, a screenshot