Wonderstruck Taylor Swift has partnered with Macy?s to promote Taylor Swift's debut fragrance via a new campaign that includes a mobile augmented reality application.

The Taylor Swift Wonderstruck app lets Taylor Swift fans take an augmented reality photo with the singer via their mobile devices. The app was developed by Tribal Technologies.

?We wanted to create a program that not only engages with Taylor Swift fans in the digital environment that they are inherently familiar with (Twitter), but to also integrate our retail partner, Macy?s, to drive traffic in-store and create a holistic online-offline experience for fans,? said Lori Mariano, director of global fragrance marketing at Elizabeth Arden. 

Mobile scent
In addition to the augmented reality app, both Macy?s and Wonderstruck Taylor Swift are running a #YouMakeMe Wonderstruck sweepstakes promotion on Twitter.

Via the campaign, consumers are encouraged to download the Taylor Swift Wonderstruck app, which is available in Apple?s App Store and in Google?s Android Market.

The users can take a photo with the singer ? via the app ? at a Wonderstruck fragrance counter in Macy?s.

Fans can take a picture with Swift

Consumers can also share the photo on Twitter with the hashtag #YouMakeMeWonderstruck. 

Using the app, consumers can also unlock badges, view exclusive Taylor videos, check-in to events for points, be on the leaderboard and unlock behind-the-scenes content.

Fans can also get rewards via the app

?The mobile component allows the brand to bridge the digital Tweetstakes contest with the in-real life, in-store experience,? Ms. Mariano said. 

?As this program is a Tweetstakes, our objective was to promote the program in the same digital environment; through our social media channels and at point of sale with our retailer partner,? she said.