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5 brands using gamification to drive shopping

Nike Reactland

The global gaming market is experiencing rapid growth, with an estimated valuation of $180bn expected by 2021, according to Newzoo. 

It is currently dominated by titles such as Fortnite, a free multiplayer game with 250 million users and $2.5m in daily revenue. Streaming platform Twitch, which accounts for 54% of gaming video content revenue, has also been highly successful due to its interactive network of both players and spectators. 

Though relatively limited, fashion brands and retailers have been experimenting through collaborations or campaigns that nod to such popular references. Louis Vuitton had a campaign featuring Final Fantasy XIII’s character, Lightning, as the new face of its SS16 collection for instance. More recently, Moschino launched a new collection with Sims, featuring garments with Sims motifs. A virtual hoodie was also released so players could dress their avatars in designer clothing in the game itself. 

What’s becoming more interesting however, is the number of brands turning to “gamification” rather. This refers to “the integration of game mechanics into an internal business process, website, or marketing campaign”. It’s a market that was valued at $6.8bn in 2018 and is estimated to rise to $40bn by 2024, according to market research firm Reportlinker. 

Its growth has been driven by increased demand for new customer experiences, as well as broader access to smartphone devices. And its success has meant brands and retailers are increasingly jumping in on the action in a bid to use ‘play’ as a way to encourage shopping. 

From driving discovery and engagement, to building brand advocacy and loyalty, here are five examples of those using gamification as part of the shopping journey. 

Kenzo: Building exclusivity through gaming

Kenzo Shopping League game
Kenzo Shopping League game

French luxury brand Kenzo launched a gamified e-shopping experience last year to promote the release of its new Sonic sneaker. Restricted to just a limited number of players, the aim of the initiative was to highlight the exclusiveness of the product. Getting a turn at playing was not only difficult in the first instance, but once in the game, users had to virtually defeat other opponents in an effort to then get access to buy one of the 100 exclusive pairs of sneakers. The campaign challenged consumers and added excitement to the shopping journey for those lucky enough to even get the chance to hit the purchase stage. 

Nike: Enabling user-testing through role play

Nike Reactland game
Nike Reactland game

Nike released a virtual environment called Reactland in Shanghai last year for the launch of its ‘React’ shoe. The game allowed users to test the shoe’s new sole cushioning technology in a unique digital environment. Customers could wear the shoes and run on a treadmill that was connected to a digital character on screen. This enabled them to thoroughly test the product’s durability by virtually climbing buildings and running through simulated streets. The game fueled consumer confidence in the product, leading to 48% of the players purchasing it.

Coca-Cola: Driving sales via virtual incentives

Coca-Cola incentive game
Coca-Cola incentive game

Coca-Cola created a supermarket game in Beijing and Singapore to catch consumers’ attention at the point of purchase in-store. Shoppers could connect to their mobile to the drag-and-shoot game, which involved successfully throwing virtual ice cubes into a glass of coke. Successful completion of the game resulted in prizes such as Coca-Cola discounts or loyalty points. The brand successfully targeted consumers at the moment of intent, and influenced them to pick Coca-Cola over competitors. 

Repeller: Bringing play to e-commerce

Repeller 'Play' website
Repeller ‘Play’ website

Popular fashion blog, Man Repeller, recently launched a new e-commerce website called ‘Repeller’, which utilizes gamification in order to enable consumers to shop in a discoverable way. The website is divided into two sections: a normal shopping site and a play side. The play side is an amalgamation of aesthetic imagery and quirky videos, reminiscent of video gaming user interfaces, but this time embedded with directly shoppable products, including handbags, earrings and sunglasses. The somewhat wacky website is being pushed as an opportunity to drive discovery and encourage users to spend more dwell time on the site.

Lancôme: Pushing awareness through scavenger hunts

Lancôme pop-up store
Lancôme pop-up store

Beauty brand Lancôme teamed up with Alibaba to create an augmented reality game in Hong Kong, along with a pop-up store, to celebrate Chinese New Year this year. The app featured an AR scavenger hunt where consumers could win limited edition products and gifts by finding and scanning Lancome’s signature beauty product, Genifiques. If they captured three pictures on the hunt, they were then able to wish for any Lancôme product they desired through the app, and be in with a chance of winning it. The game successfully drove awareness of the brand through consumer generated content and brought excitement during a key time of year in the region.

How are you thinking about retail innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

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business Campaigns digital snippets product Retail sustainability technology

ICYMI: Apple’s Angela Ahrendts on retail, the UK MP report on sustainability, surveillance for service

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • Retail is broken. Apple’s Angela Ahrendts has a plan [Vogue Business]
  • What we’ve learned from MPs’ interim report on the sustainability of the UK fashion industry [The Industry]
  • Is surveillance the future of service? [BoF]
  • Puma unveils a self-lacing shoe [Retail Dive]
TECHNOLOGY
  • Lancôme partners with Alibaba on AR game [Retail Dive]
  • Warby Parker’s new app combines AR and face mapping so you can try on virtual glasses [The Verge]
SUSTAINABILITY & PURPOSE
  • Is the beauty industry doing enough to tackle plastic pollution? [The Independent]
  • Paris aims to be ‘Sustainable Capital of Fashion’ by 2024 [WWD]
  • Farfetch to drop fur from collections [Fashion United]
RETAIL & E-COMMERCE
MARKETING & SOCIAL MEDIA
  • Why fashion brands are launching podcasts [BoF]
  • Sweaty Betty launches empowerment campaign alongside new manifesto [Fashion Network]
  • American Eagle hands creative control to Gen Zers for spring campaign [Marketing Dive]
PRODUCT
  • “Athleisure makeup” is mostly marketing, but if you like working out in lipstick, go for it [Quartzy]
  • Justin Bieber just launched a new clothing line called Drew [Fashionista]
  • Glossier becomes the latest beauty brand to diversify its shade range [Fashion Network]
  • Stella McCartney redefines sustainable eyewear with new collection [Fashion Network]
BUSINESS
  • Gerry Weber International files for insolvency [Fashion Network]
  • Why are Chinese tourists shopping less? [Jing Daily]
  • Moncler says ‘Genius’ strategy worked [BoF]
CULTURE
  • Fashionista’s new survey suggests that bullying is still alive and well in the fashion industry [Fashionista]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more. 

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Campaigns Editor's pick product social media

International Women’s Day: the brands celebrating and empowering females

Barbie Sheroes
Barbie Sheroes

Brands and retailers are celebrating and empowering women in multiple ways, from product to advertising, this International Women’s Day.

As the #MeToo movement shifts its focus beyond Hollywood to multiple other industries and fields, 2018 is a particularly pertinent time for this conversation. Here, we highlight some of the best brand activations that tap into topics of female empowerment and gender equality.

Celebrating Females

Celebration is a big focus this year, with the likes of Mattel leading the way. It continues to push both its product lines and messaging as tools of empowerment to little girls with the launch of its Sheroes Barbie range, which celebrates pioneering women in history. Dolls include British boxer Nicola Adams, Mexican painter Frida Kahlo and American pilot Amelia Earhart.

In a more literal way, Johnny Walker has introduced a female figure – called Jane Walker – to its famous bottles, while beer marker BrewDog has launched a satirically pink beer bottle.

Net-a-Porter
Net-a-Porter

Charitable Collaborations

The need to align with consumer causes such as empowerment is reflected in the multitude of exclusive collaborations whose launches coincide with this year’s IWD too.

Soap & Glory, as well as the designer Rebecca Taylor, have chosen to show their support for the campaign “She Should Run”, encouraging females to run for political offices. While the beauty brand is raising money through social media, Taylor is taking the more direct step of pledging 10% of all online store proceeds on Thursday March 8 to the charity.

Female education on the other hand has taken priority for a range of companies, including Lancôme, who has partnered with CARE, a non-profit organisation to launch the campaign #WriteHerFuture, to end female illiteracy. Likewise online retailer Gilt wants to “close the gender gap in technology” and aims to give 100% of net profits to the “Girls Who Code” initiative.

Meanwhile Net-a-Porter has collaborated with a series of designers such as Ganni, Zadig & Voltaire and Temperley, to launch capsule collections to support charities that ensure women in need of better health and safety are protected.

Empowering Messages

Empowerment is otherwise front and center. To celebrate the accomplishments of female athletes and to support the company’s belief “in the inspirational power of sport to break down barriers”, for instance, Nike Women has launched a new campaign starring Serena Williams.

Meanwhile, direct-to-consumer label ADAY has taken to Instagram to share a range of exclusive postcards showcasing its feelings on female empowerment. Users are able to purchase the postcards, with the option to pre-address them to their local senator.

The iconic suffragettes are also receiving a nod, as previously referenced at this season’s NYFW with designer Jonathan Simkhai’s collection. This time, British department store Liberty is paying homage to the historical movement by showcasing photographs by Mary McCartney, who captured eight inspirational women to celebrate.

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digital snippets e-commerce mobile social media Startups technology

Digital snippets: Inside the Vogue x Apple relationship, Gucci’s digital strategy, Farfetch raises $110m

Gucci

It probably goes without saying you’re well and truly over the plethora of stories covering the cyber-themed Met Gala looks (including the true wearable tech pieces), but if you haven’t read Racked’s piece on the relationship between Vogue and Apple in the build-up to the event – as below – then do take the time. Also buzzing in fashion and tech news over the past couple of weeks is everything from further advertising plans on Snapchat to Gucci’s digital strategy and the wearable revolution taking place in Brooklyn. Read on for a complete rundown…


  • Unravelling Vogue and Apple’s self-serving relationship [Racked]

  • The digital strategy driving Gucci’s growth (as pictured) [Glossy]

  • Farfetch raises $110 million in ‘strategic’ move [BoF]

  • William Gibson and Andrew Bolton on the future of fashion and technology [Document Journal]

  • Decoding ‘Manus x Machina’ [BoF]

  • Westfield launches room service retail with interactive mirror [Retail Gazette]

  • Target and Lancôme produce Snapchat’s first e-commerce ads [AdWeek]

  • Old Navy ad with interracial couple sparks a social media firestorm [BrandChannel]

  • Louis Vuitton and Snapchat team up to bring live coverage of world class sailing event [The Drum]

  • Lyst inspires post-work shopping therapy with subway placements [Luxury Daily]

  • If you don’t get social media-only brand ‘Obsessee,’ you probably aren’t its target audience [Fashionista]

  • Bushy eyebrows and $50k per day on Facebook ads: How a small beauty brand blew up [Forbes]

  • How Snapchat won the Met Gala [WGSN Insider]

  • 10 of the best brands on Snapchat right now (and why they’re so great) [Hubspot]

  • How to build a brand on Instagram [Fashionista]

  • Brooklyn’s wearable revolution [NY Times]

  • Why Silicon Valley VC firms fund online retailers like Dollar Shave Club [Seattle Times]

  • Is Flipkart turning into the perfect example of what a tech startup must not do? [Quartz]

  • The future of shopping: trapping you in a club you didn’t know you joined [Bloomberg]

  • The future of the fashion show, according to MatchesFashion.com’s Ruth and Tom Chapman [Vogue]

  • This new tool wants to make the off-price clothing business easier [Fast Company]

  • Digiday launches new fashion and luxury publication, Glossy [Digiday]

  • Heated coats and Kate Moss holograms: the key moments fashion and technology have collided [Daily Telegraph]

  • This video of Anna Wintour introducing the @Voguemagazine app is oddly threatening [Fashionista]

  • The sneakerhead bot problem is getting worse and Nike has the only answer (so far) [HighSnobiety]

  • What fashion brands can learn from Beyoncé’s Lemonade [BoF]
Categories
digital snippets e-commerce social media Startups technology

Digital snippets: Oculus, Luxottica, Wren, Asos, Nike, Birchbox, Tom Ford, Kenzo

The big tech story this week has of course been about Facebook’s purchase of virtual reality headset company Oculus VR. But there were lots of others to know about too. Read on for an edit…

oculus-rift-dk2

  • Google deal with Luxottica will bring Glass to Ray-Ban, Oakley [WSJ]
  • How Wren made a viral video of strangers kissing and increased sales by nearly 14,000% [Business Insider]
  • Asos and Nike celebrate 27 years of Air Max with first Google+ shoppable hangout [Marketing Magazine]
  • Birchbox, seller of beauty products, steps out from web to open New York store [NY Times]
  • Tom Ford joins the world of e-commerce with sexy new web store [Fashionista]
  • Kenzo’s virtual aquarium highlights the danger of overfishing [PSFK]
  • Chanel releases new Coco Mademoiselle Keira Knightley ad – She’s Not There [The Inspiration Room]
  • Lancôme ramping up digital initiatives [WWD]
  • How Yoox became the Amazon of the fashion world [Telegraph]
  • Why in-store tracking might not be as bad as it sounds [CNNMoney]
  • The Shazam of fashion is here, introducing ‘ASAP54? [Styleite]
  • Silicon Valley never talks about the real reason you don’t own a smart watch or ‘wearable tech’ [Business Insider]

 

Categories
data digital snippets e-commerce film mobile social media technology

Digital snippets: Selfridges, Prada, Victoria’s Secret, Gap, Asos, Lancôme, Valentino

A highlight of the top stories surrounding all things fashion and digital of late:

Selfridges_drivethru

  • Drive-through Dior? Coming right up at Selfridges London [CN Traveler]
  • Wes Anderson debuts latest Prada feature [Fashionotes]
  • Victoria’s Secret creates 3D-printed angel wings for fashion models [Huffington Post]
  • Gap rolls out “reserve in store” service [CNBC]
  • Valentino jumps in on China’s high-tech runway revolution [JingDaily]
  • Under Armour looks to take a bite out of FuelBand success with MapMyFitness acquisition [BrandChannel]
  • Pinterest opens API to retail partners [TechCrunch]
  • Google’s Eric Schmidt invests in retail tech designed to help personalisation and data measurement [WWD]
  • Here’s why ‘The Internet of Things’ will be huge, and drive tremendous value for people and businesses [Business Insider]
  • Why companies desperately need to make wearables cool [Wired]
  • How brands get shoppers to volunteer their personal data: transparency and better experiences [PSFK]
  • Social media drives less than 1% of shopping sessions, study says [Fashionista]
  • Fashion retailers are still failing to optimise email marketing for mobile [Econsultancy]
  • What retailers can learn from mobile commerce in the UK [Shop.org]
  • 15 stats that show why click-and-collect is so important for retailers [Econsultancy]

Note: Look out for a separate holiday-specific digital round-up later this week, featuring all the top retail campaign stories as well as insights into the biggest innovations being pushed for the festive season.

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social media Uncategorized

Lancôme engages fans via Betty Boop Facebook app

Lancôme has turned to Facebook in France to push its new Hynôse star mascara with a fun application starring cartoon character Betty Boop.

The initiative offers fans the opportunity to create their own cover picture alongside Betty (as shown above), as well as a game to participate in that provides them with the opportunity to win the new product.

Featuring a board of sparkling spots hiding one of the mascaras, the game cleverly encourages users to provide more personal information about themselves to the company.

To enter, they have to first provide basic details including name and email. They then get three chances a day to try and uncover the product. They can, however, request Betty’s help, which results in having to reveal their address for another three goes. Next they have to provide their telephone number and date of birth, which reduces the canvas size substantially, hinting at where the mascara might lie. If all fails, the game encourages users to return the next day.

There is also a series of tutorials about how to apply 24 different shades of eyeshadow to get one of three Betty looks.

The mascara is additionally being promoted with a short film starring Betty Boop alongside model Daria Werbowy. In it, the two are seen behind-the-scenes on a movie set having a conversation about their lines and how best to look the part – by applying the new mascara naturally. “Just say it with the eyes,” says Betty.

 

[via Web&Luxe]