Burberry creates online game to launch puffer collection
Burberry is bringing the gaming experience to customers globally on Burberry.com for the first time with its first online game B Bounce, which marks the launch of its new puffer jacket collection.
In the game players race a deer-like character to the moon, using "supercharged" Thomas Burberry monogram puffer jackets. Once the player has selected a puffer jacket for the character, they "bounce" upwards between platforms to reach the moon, gaining extra speed by collecting Burberry’s gold TB logos and drones along the way.
Players will compete for special B Bounce prizes, with winners awarded custom made GIFs and virtual Burberry puffer jackets edited onto a digital picture of their choice. The first prize is a real jacket from the new Burberry puffer collection, available to players in UK, US, Canada, China, Japan and Korea.
B Bounce will also be available to play on the super-size screen inside Burberry’s flagship store on Regent Street in London.
Mark Morris, Senior Vice President of Digital Commerce at Burberry said: “We have experimented with gaming in China, but B Bounce is our first playful extension into this format to entertain and connect with our new, younger consumers around the world. We know that they are living in an increasingly gamified environment both online and offline and we are excited that they can join the Burberry community – and explore our new puffer collection – in this way.”
Brands and retailers are increasingly looking at the opportunity to "gamify" fashion to promote engagement and attract a new generation of shopper.
Recently fashion's first interactive luxury styling game, DREST, was revealed. The game allows players to create and style models, including some of the world's best known supermodels, using virtual merchandise from luxury houses from the likes of Burberry, Gucci, Prada, Stella McCartney and Valentino.
Players can also select from a range of backgrounds and share their content within the app and on social channels. The shoppable game is powered by Farfetch and was conceived by former Net-A-Porter Editor in Chief Lucy Yeomans and developed in partnership with investor and entrepreneur Graham Edwards.