Ray Ban has created a mobile app called Bright Light that leads its users to sunny areas in urban environments.
Users can see where the sun will be at any given time using the Google Maps based platform, find the sunniest walking routes to these bright areas, check-in and view nearby restaurants that are also in the sun.
Where Ray Ban shines (pun intended) is in its understanding of the young, urban audience it is targeting. Having a first-hand account of fans' lifestyles can allow brands to identify areas of improvement that consumers might not have thought of themselves. The focus on mobile and social sharing is also a must when talking to on-the-go fans. Finally, the inclusion of relevant businesses opens an opportunity for larger partnerships or campaigns.
This exectution would have benefited, however, if it were part of a larger brand strategy. While the app is helpful in a unique way and can lead to memorable, branded experiences, tieing the experience into a global brand message increases its relevance and makes more sense to consumers.