Categories
mobile social media

Hollister launches 16-bit skateboarding game for jeans season

Hollister's 16-bit skateboarding game with TreSensa
Hollister’s 16-bit skateboarding game with TreSensa

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.

Categories
film mobile social media

Hollister targets Gen Z via documentary series on AwesomenessTV

Hollister's This is Summer series on AwesomenessTV
Hollister’s This is Summer series on AwesomenessTV

US teen retailer Hollister is targeting its Gen Z customer base with a new docuseries via AwesomenessTV’s YouTube channel.

The duo have teamed up to create 24 episodes – launching May 20 – following a group of seven high school juniors and seniors in San Francisco. In “This is Summer”, as the series is called, the teenagers are seen travelling, playing music, meeting friends, and exploring ‘what’s next?’.

Each episode is 8-10 minutes in length, and shot and optimised for mobile viewing.

“At Hollister, we aim to create rich brand experiences for our teen customer. Awesomeness has incredible reach with Gen Z offering Hollister a great opportunity to engage with customers in a new and authentic way,” said Kristin Scott, brand president of Hollister Co. “We are confident that our content will resonate with our customers and create additional brand relevancy across the teen market.”

The integrated campaign will also see Hollister and AwesomenessTV release songs and music videos inspired by the show, featuring original and cover songs from the cast and Awesomeness talent. The soundtrack will be available to stream on Spotify and will play in Hollister stores later this year.

Unsurprisingly, all of the cast will be dressed in Hollister, with the looks promoted via the brand’s social channels throughout.

Categories
social media

Hollister turns to personal teen moments in back-to-school social campaign

Hollister #HCoJeansMovement
Hollister’s #HCoJeansMovement campaign

Teen retailer Hollister is enlisting 30 of its customers to share personal thoughts for its latest social media campaign.

Referred to as a “celebration of uniqueness”, the #HCoJeansMovement initiative is a bid to drive engagement around denim ahead of the all-important back-to-school season.

As Michael Scheiner, VP of marketing and communications at parent company Abercrombie & Fitch Co, told WWD: “What brings all of these people together is their love of jeans. Jeans have always been a key part of our brand, especially during back-to-school.” Each of the models/customers in the campaign are indeed wearing Hollister jeans.

They do so in both stills and video format – holding up signs that express something that’s special about themselves, or something they believe in. In one, a teenage girl says: “I’m graduating early to pursue my dreams.” In another: “Dyslexia didn’t stop me from reading. It challenged me to be more well read.”

Others include: “Singing sparks my soul. All I need in life is a crowd and a mic.” Plus: “Nerd is my favourite label.” And: “I never let my friend group define me. I define myself.”

The assets will appear via e-mail and across Instagram, YouTube, Snapchat, Facebook, Hulu, Twitter and Spotify.