Hermès has launched “H-pitchhh”, a mobile gaming app inspired by its equestrian heritage, as part of its year-long celebration around the topic of ‘play’.
The app allows users to virtually toss a horseshoe, where points are scored based on how close they get it to the stake. The more points users earn, the more they unlock exclusive content such as virtual worlds inspired by Hermès illustrations, as well as different horseshoe pitching objects. Users can play alone or invite a friend to participate in the experience.
The brand, known for its whimsical content strategy, chose 2018 as the year of the “Let’s Play” theme. It has been anchoring its creative direction around a single theme per year since 1987, when Jean-Louis Dumas, former chairman and CEO, launched the “Year of the Fireworks” to celebrate the house’s 150th anniversary.
To further promote the creative direction, visitors to the ninth edition of the Saut Hermès, its showjumping competition in Paris in March, were invited to play with the app or engage on a real-life game of hopscotch.
During the same month, the label launched its store at The Dubai Mall with a pop-up fairground that included a hall of mirrors and a carousel.