Ted Baker turns to gamification for Valentine’s once again

Gamification: Ted Baker's Love Bites Valentine's game
Ted Baker’s Love Bites Valentine’s game

Ted Baker has teamed up with digital creative agency SMACK for the fourth year running to launch a digital game for Valentine’s Day.

Called ‘Love Bites‘, the game features three chattering teeth characters known as silver-tongued bachelor chatterup Charles, love sick broken-hearted Bill and flirty footloose Fran.

In order to score points, users must click to grab items inside each of the mouths, including shoes, hats, handbags and hearts, as they open and close at random speeds. If a tap or click is made when the teeth are shut, the screen shakes to show that the user has been bitten and the game freezes for one second. There are 30 seconds on the clock in total with a global leaderboard to add to the competition and a prize draw for a £1,000 shopping spree up for grabs.


Discussing the campaign, Lubna Keawpanna, SMACK’s creative director said: “This is the fourth time we’ve worked with Ted Baker on their Valentine’s Day campaign and as ever the brief was to create something as original and in keeping with its signature style.”

The game is available on both desktop and mobile via a responsive design, for customers in the UK, US, Germany, France and The Netherlands.

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Ted Baker invites fans to “go fishing” in digital Valentine’s game


Ted Baker is marking Valentine’s Day this year with an interactive microsite that plays host to a fishing-themed game.

“Hook your SoleMate” as the initiative is called, sees users casting their fishing rod to try and get a matching pair of items (such as a heart, starfish or lobster). Those who do, are in with the chance of winning prizes.

Created with digital agency, SMACK (who has worked with the brand for three years running), the responsive microsite uses psychedelic graphics and bespoke illustrations. Users get three plays per day, before being invited to share the campaign on social media and return the next day to try again.

Ted Baker’s brand communication director, Craig Smith, said: “Talking to our customers in an innovative way is key to our global marketing strategy at Ted Baker. Through the ‘Sole Mates’ game, we are able to playfully engage both existing customers and introduce new audiences to the world of Ted.”

This is not the first time the brand has turned to interaction and gaming. Earlier campaigns include an Instagram-based treasure hunt and a chemistry-themed initiative encouraging fans to find their “molecular matches”. It also launched a shoppable video for the holiday season at the end of last year.

The Hook your SoleMate theme will also appear across Ted Baker store windows in the run-up to Valentine’s Day.

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The best of this year’s Valentine’s campaigns

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Valentine’s Day: the perfect excuse for brands to throw out fluffy, romantic pieces of work tied to the theme of love. The best of this year’s efforts from retailers and fashion brands include everything from a humorous film about a first date to an intimate series of self-portraits. There is also a love app, animation work and a virtual concierge.

Topshop and Topman

We love this play on the idea of online dating from Topshop and Topman combined. Called Valentine’s Dilemmas, it’s a three-minute film that explores issues faced ahead of a first date, from awkward Tinder chatting to deciding what to wear and working out how to greet each other.

& Other Stories


Same-sex couple Eden Clark and Lizzie Tovell appear in a dedicated Valentine’s campaign from retailer & Other Stories this year. The delicate and romantic self-portraits depict a series of tender moments between the duo: lying on the bed, hugging and kissing in front of the camera, and capturing each other in a mirror. The move follows other campaigns from Tiffany & Co for S/S 15 and Hallmark, also for Valentine’s, which feature same-sex relationships.

Ted Baker


Ted Baker has launched a Facebook app themed around chemistry for Valentine’s in a bid to help fans find their ‘molecular matches’. Fancy That invites users to input their name and date of birth to reveal which chemical element they are and what it says about their personality. The app also reveals facts such as which of the other chemicals in the Periodic Table users are most closely matched with, what their best season is, and their lucky numbers.


Animation is the focus for Ferragamo, which has released three short films celebrating the pursuit of love. The series, called A Florentine Romance, sees a man and a woman seeking each other out in and around Florence. Illustrations of the city act as the backdrop behind them, while a bracelet featuring the brand’s signature knot motif serves as the frame.

Tiffany & Co


Tiffany & Co has introduced a Concierge of Love for Valentine’s; a virtual cupid tasked with helping true romantics in their search for the perfect gifts. The campaign is anchored by five videos featuring advice for shoppers, as well as a Pinterest board that incorporates product suggestions as well as quick tips for the ideal gesture.

social media

Ted Baker invites fans to create chemistry this Valentine’s


Ted Baker has launched a fun chemistry-themed Facebook app designed to help fans find their “molecular matches” for Valentine’s Day this year.

Fancy That, as it’s called, invites users to input their name and date of birth to reveal which chemical element they are and what it says about their personality. “Are you extrovert and explosive or calm and collected? As precious as Platinum, fiery as Phosphorous or pure as Gold?” reads the brand’s own write-up.

The app accordingly also reveals other fun facts like which other chemicals/individuals users are most closely matched with and their lucky numbers.

There’s an incentive for sharing too: fans are offered the chance to win a personalised purse or wallet and a £500 shopping spree by posting their results on Facebook or Twitter.

Blocks film

Topshop plays out Tinder date in Valentine’s Day campaign

Topshop and Topman are playing on the theme of modern-day online dating with a new short campaign dedicated to Valentine’s Day.

The British retailers have co-released a three-minute film called Valentine’s Dilemmas, which explores all of the issues that come ahead of a first date. There’s the awkard Tinder chatting, the multiple different outfits to choose from, the working out how to greet each other when you first meet, and more.

All in, it’s pretty cute; both characters sharing the thoughts inside their head more than what they’re saying out loud to each other.

It also comes with an editorial page showcasing certain looks for different kinds of dates, from the posh dinner to the cinema trip. Each are fully shoppable.


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Digital snippets: Dior, Made Fashion Week, Moda Operandi, Bottega Veneta, Michael Kors, Dove

Some more great stories from around the web surrounding all things fashion and digital over the past week:

  • Dior gains most post likes on Facebook during January (see above chart) [WWD]
  • Sound technology enables real-time image sharing in Made Fashion Week’s new app [NY Times: Bits]
  • Fashion start-up Moda Operandi: now opening to the world [Mashable]
  • Behind-the-scenes as artist Jack Pierson works with Tomas Maier to create Bottega Veneta’s SS12 campaign, The Art of Collaboration [YouTube]
  • Michael Kors uses Twitter and Instagram in Valentine’s Day campaign [Luxury Daily]
  • Dove erects Valentine’s Day ‘tweet screen’ in London [Campaign]
  • YouTube beauty: top 10 channels to follow [Mashable]