Topshop is partnering with SCVNGR for a fun digital campaign aimed at students returning to college and university.

From September 5 to November 23, students within a 500m radius of a Topshop store (in the UK and Ireland) can engage with the SCVNGR app on their smartphones to complete fashion-themed challenges that earn them rewards and exclusive offers.

The challenges include snapping a photo of your favourite back to college outfit, or saying which items you think best represent the brand’s trends.

The game works on a points system; players choose the reward they want – from a 20% discount in-store to entry into a competition to win a £500 shopping spree – and then do the challenges needed to accumulate that number of points. To claim rewards, participants will need to take their phone in-store along with their student ID.

Mary Homer, managing director of Topshop, said: “We’re always looking for new and innovative ways to engage our customers. Following the popularity of SCVNGR in the US we wanted to offer our student customers the ability to interact with our brand, on and off-line in a more fun and engaging way.”

The initiative will launch in two phases, the first from September 5 – October 5, and the second, with different challenges and rewards, on October 6.

Also coming this autumn from Topshop is a new iPhone and iPad app, an m-commerce site and a Tumblr blog.