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Ted Baker turns to gamification for Valentine’s once again

Ted Baker has teamed up with digital creative agency SMACK for the fourth year running to launch a digital game for Valentine’s Day.

Gamification: Ted Baker's Love Bites Valentine's game
Ted Baker’s Love Bites Valentine’s game

Ted Baker has teamed up with digital creative agency SMACK for the fourth year running to launch a digital game for Valentine’s Day.

Called ‘Love Bites‘, the game features three chattering teeth characters known as silver-tongued bachelor chatterup Charles, love sick broken-hearted Bill and flirty footloose Fran.

In order to score points, users must click to grab items inside each of the mouths, including shoes, hats, handbags and hearts, as they open and close at random speeds. If a tap or click is made when the teeth are shut, the screen shakes to show that the user has been bitten and the game freezes for one second. There are 30 seconds on the clock in total with a global leaderboard to add to the competition and a prize draw for a £1,000 shopping spree up for grabs.

TedBaker-love-bites-portfolio-gif-2SMACK

Discussing the campaign, Lubna Keawpanna, SMACK’s creative director said: “This is the fourth time we’ve worked with Ted Baker on their Valentine’s Day campaign and as ever the brief was to create something as original and in keeping with its signature style.”

The game is available on both desktop and mobile via a responsive design, for customers in the UK, US, Germany, France and The Netherlands.

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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