Burberry adds online and in-store gaming experience as it targets youth market
Gamification is a word we hear more and more often in retail today and Burberry has taken that to heart with the unveiling this week of its first online game. It’s yet another method of reaching out to the young consumers that are increasingly important to the brand.
Called B Bounce, it’s bringing the gaming experience to customers globally on Burberry.com for the first time.
To take part, players race a deer-shaped character to the moon, using “supercharged” Thomas Burberry monogram puffer jackets. Once the player has selected a jacket for the character, they bounce upwards between platforms to reach the moon, gaining extra speed by collecting Burberry’s gold TB logos and drones along the way.
But it’s not just about fun. The players will compete for B Bounce prizes. Coinciding with the launch of the label’s new puffer jacket collection, the first prize is a jacket from the new offer, available to players in UK, US, Canada, China, Japan and Korea. And other winners will be awarded custom-made GIFs and virtual Burberry puffers edited onto a digital picture of their choice.
And it’s not only about online either, with the company aiming to encourage both footfall and dwell time as B Bounce will be available to play on the super-sized screen in the brand’s flagship store on Regent Street in London.
Mark Morris, Senior VP of Digital Commerce at Burberry said the company has already experimented with gaming in China, “but B Bounce is our first playful extension into this format to entertain and connect with our new, younger consumers around the world. We know that they are living in an increasingly gamified environment both online and offline and we are excited that they can join the Burberry community – and explore our new puffer collection – in this way.”
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