{"id":161827,"date":"2019-07-09T18:09:10","date_gmt":"2019-07-09T18:09:10","guid":{"rendered":"https:\/\/www.theindustry.fashion\/topshop-launches-digital-dating-game-to-woo-gen-z\/"},"modified":"2021-08-12T14:02:08","modified_gmt":"2021-08-12T14:02:08","slug":"topshop-launches-digital-dating-game-to-woo-gen-z","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/topshop-launches-digital-dating-game-to-woo-gen-z\/","title":{"rendered":"Topshop launches digital dating game to woo Gen Z"},"content":{"rendered":"\n<!--more-->\n\n\n\n<p>Topshop has turned to Vice's creative agency Virtue to create <strong>a \u00a0\u201ccompetitive (and speedy) dating show\u201d to appeal to Gen Z <\/strong>shoppers.<\/p>\n\n\n\n<p>Date Dash challenges its contestants to <strong>create date-worthy outfits from its collections.<\/strong> Their potential dates will choose their favourite outfit before taking them out. <\/p>\n\n\n\n<p>A series of <strong>six three and a half minute shows were filmed in Topshop's stores<\/strong> in Manchester, London and Glasgow and will be released on both Topshop.com and Topman.com, with further content shown across social media channels and in-store digital displays.<\/p>\n\n\n\n<p>\"We believe that in order to reach a Gen Z audience, <strong>brands need to be entertaining and contributing <\/strong>rather than demanding,\u201d Virtue\u2019s managing director Gemma Knox said.<\/p>\n\n\n\n<p>\u201cThese are all values that Topshop Topman believes in, which is one of the many reasons we are excited to partner with them. Being able to <strong>capitalise on Vice\u2019s insights, channels, talent, production facilities <\/strong>and ability to tell stories, we are confident that we can help embed them in the world of a young audience by truly adding value to it.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed-vimeo wp-block-embed is-type-video is-provider-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"DATE DASH EPISODE 1\" src=\"https:\/\/player.vimeo.com\/video\/345930158?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Topshop and Topman group brand and communications director Jason Griffiths, added:\u00a0<em>\u201c<\/em>We have focused our efforts on <strong>producing dynamic content that entertains, informs, and emotionally connects <\/strong>our audience. Partnering with Virtue has taken us in a new direction, one that shines a spotlight on entertainment-first content that inspires in an inclusive, fun way.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":11,"featured_media":131203,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[6],"tags":[14902,28,18,10281,9665,10677,14901],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Topshop launches digital dating game to woo Gen Z - TheIndustry.fashion<\/title>\n<meta name=\"description\" content=\"Topshop has turned to Vice&#039;s creative agency Virtue to create a \u00a0\u201ccompetitive (and speedy) dating show\u201d to appeal to Gen Z shoppers. 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