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Ted Baker invites fans to “go fishing” in digital Valentine’s game

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Ted Baker is marking Valentine’s Day this year with an interactive microsite that plays host to a fishing-themed game.

“Hook your SoleMate” as the initiative is called, sees users casting their fishing rod to try and get a matching pair of items (such as a heart, starfish or lobster). Those who do, are in with the chance of winning prizes.

Created with digital agency, SMACK (who has worked with the brand for three years running), the responsive microsite uses psychedelic graphics and bespoke illustrations. Users get three plays per day, before being invited to share the campaign on social media and return the next day to try again.

Ted Baker’s brand communication director, Craig Smith, said: “Talking to our customers in an innovative way is key to our global marketing strategy at Ted Baker. Through the ‘Sole Mates’ game, we are able to playfully engage both existing customers and introduce new audiences to the world of Ted.”

This is not the first time the brand has turned to interaction and gaming. Earlier campaigns include an Instagram-based treasure hunt and a chemistry-themed initiative encouraging fans to find their “molecular matches”. It also launched a shoppable video for the holiday season at the end of last year.

The Hook your SoleMate theme will also appear across Ted Baker store windows in the run-up to Valentine’s Day.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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