Hidden alongside the more sophisticated pages of the Culture Chanel microsite – an online accompaniment to the Parisian brand’s current Beijing exhibition – is an interactive area called Kids’ Corner.
Within it sit two classic offline activities for children, translated for the web.
First up is a virual colouring book, which provides users with drawings of seven iconic Chanel items including a tweed jacket, brooch and clutch, and a choice of 36 different shades with which to fill them in with. Each picture is also available to download for printing.
And then there’s a memory game based on flipping over and matching up pairs of cards. Unsurprisingly, the face of each one features another series of classic Chanel symbols such as buttons and a bottle of Chanel No.5 fragrance. The back of each card is stamped with the interlocking Chanel C’s.
As Fashionista said, “we guess [it] is technically for children, but we like it too”, and that’s the interesting part. As gaming has opened up to a far wider audience (71% of females aged 20-49 now play games, according to IGN Entertainment), there’s been an increasing move towards the idea of game mechanics within campaigns, and I believe there’s enormous potential for further application within the fashion industry.
More thoughts to follow, but this piece from a few months back is worth re-reading in the meantime: Gaming as fashion’s jackpot.