US teen retailer Hollister has launched a retro, 16-bit game for mobile in partnership with TreSensa to promote its new denim line.
The skateboarding-themed interaction sees two characters, Waxer and Betty, making their way around various parts of Venice in California on their boards, including the pier, the boardwalk and the bike path.
As they go, they have to navigate over and around various obstacles such as lifeguards, traffic cones and hotdog vendors, all the while collecting coins for points and denim items for super powers.
On completion, users can share it with friends via social media, opt to play again, and be in with the chance of winning prizes.
This game follows the success of an earlier surfing-themed one launched by the brand in March. Designed to live in ad space, it gained 27.6 million impressions during that month alone. Users spent an average of 43 seconds playing it, compared with a benchmark of eight seconds for interface with a mobile video ad. Furthermore, a video or display ad interaction rate is usually 5% and the Hollister game saw a 42% average game start.
Said Will Smith, chief marketing officer at the company, at the launch of that first iteration: ” It keeps the brand breaking through in new and unique ways and helps us maintain our relevance day to day. This comes at the customer in an unconventional way and that’s part of our brand ethos of not being staid and traditional—we want to be young, credible and authentic.”
The new game will again live in the ad space, distributed via the TreSensa engagement platform, which has a global reach of over a billion devices. It will also be promoted via Snapchat, Instagram and Facebook.