The RTD brand has become known for its range of wacky accessories, including turkey hats at Christmas and pumpkin hats for Halloween.
The new t-shirts work in conjunction with an app on smartphones, which when pointed at the t-shirt, trigger a “tidal wave of water to come surging towards them, bringing a cascade of flotsam in its wake and a jaw dropping finale,” explained marketing manager Debs Carter.
“Merging virtual imagery with the real appeals strongly to tech savvy students. We think augmented reality will revolutionise promotions and it looks set to become a formidable new way for brands and stockists to engage with students,” she added.
The t-shirts will be given away in on-trade venues that are popular with students and the promotion will be boosted with 3D posters, hanging mobiles, bar runners and augmented reality drip mats.
“This campaign will definitely be talked about,” Carter said.