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Hollister launches Bitmoji outfits for Snapchat inspired by spring collection

Hollister Bitmoji
Hollister Bitmoji

US teen apparel label Hollister is promoting the launch of its spring collection by creating 12 corresponding outfits for Bitmoji characters, available to post on Snapchat.

At present, users can create their own avatars through a standalone Bitmoji app, which generates the ‘mini me’ characters in a variety of situations, such as showcasing emotions or sending the recipient greetings.

The Hollister launch aims to create a unique experience for Snapchat users and propel the brand back into the forefront of the teen shopper’s mind. For the Bitmoji experience, outfits include items that feature in their newest collection such as t-shirts with the brand’s iconic eagle logo and a men’s camo sweater.

As Michael Schneider, VP of marketing, told WWD: “At Hollister, we aim to create emotional and engaging brand experiences where we know our customers are spending their time.“

This focus on the consumer and the brand experience can also be seen to have positively influenced the last quarter of the brand’s sales period, with a quarterly comparable sales gain of 11%.

This is not the first time Hollister has spearheaded digital experiences on the Snapchat platform in order to engage with the Gen Z audience that is at the core of the brand. In 2015, it launched geo-tagged filters available at thousands of high schools in the US and Canada. In 2017, it launched a retro video game available through Snapcodes.

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HQ Trivia announces sponsored games with Nike and Warner Bros partnerships

HQ Trivia
HQ Trivia

Gameshow app, HQ Trivia, which was founded by former Vine co-founder Rus Yusupov and Colin Kroll and has gained millions of users since launching in August 2017, has announced its first brand partners, Nike and Warner Bros Studios.

The app, which hosts trivia-like shows twice-daily where users can compete to earn money, offers its Gen Z users the chance to participate in gamified experiences that brands are now beginning to leverage.

On Nike’s Air Max Day celebration on March 26, the sportswear brand teamed up with the gaming app to sponsor a surprise bonus round with a $100,000 grand prize. The game also gave away 100 limited edition Nike x HQ Trivia Air Max shoes to lucky participants.

HQ Trivia x Nike Air Max
HQ Trivia x Nike Air Max

Meanwhile, according to AdAge, the Warner Bros deal is worth $3m and is set to promote three films, starting with Steven Spielberg’s Ready Player One. Launching on Wednesday (March 28), the app will host a $250,000 game featuring questions related to the film.

By creating a 21st century version of traditional TV gameshows such as “Who Wants to be a Millionaire?”, HQ Trivia is playing on many aspects of how younger consumers engage digitally, such as constantly seeking new, one-off experiences that challenge them and give them a sense of having to ‘work for it’.

The app itself, however, only comes to life twice a day and for 13 minutes at a time, which is the length of a game show. It’s the perfect example of digestible yet scheduled programming – the opposite to the on-demand economy we’ll all become accustomed. It’s guaranteed at a specific moment in time, offering the same level of predictability that traditional TV used to. Shows are hosted live – often with guest hosts which have included Jimmy Kimmel – at 3pm and 9pm ET.

Prior to the sponsorship deals, its largest jackpot to date had been $50,000, and its record high for players in one game neared 2.2 million during this year’s 90th Academy Awards on March 4.