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Media & Marketing
Published: 5 Sep 2016

Marketing Luxury Via Digital Games

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Warby Parker and Kill Screen's Burke range

Luxury brands are increasingly marketing to millennials through mobile games. Gaming apps are often successfully employed around key events and holidays – see Ted Baker’s Hook Your SoleMate, launched for Valentine’s Day 2016. Now names including US eyewear brand Warby Parker and Gucci are making games part of their core digital marketing strategies to engage new millennial and Gen Z consumers.

Warby Parker recently teamed up with gaming publication Kill Screen to launch a gamer-friendly spectacle range called Burke that reduces the glare from computer and mobile screens. The range was marketed via an online physics-based game entitled Worbs, available to play on the Warby Parker website. Worbs may not win any prizes for originality, but it’s a useful way for Warby Parker to keep consumers on the site for longer.

Similarly, Gucci has been experimenting with game mechanics on its mobile app. The game, called DIY, ties in with Gucci’s DIY customisable fashion range, enabling users to “play the designer” by adding imagery, trims and embroideries to a virtual version of its Dionysus handbag. The game is clearly not intended as a sales driver, but rather as a way for fashion fans to become acquainted with the new brand iconography introduced by creative director Alessandro Michele, and spread brand awareness by sharing their designs across social media.

For more on mobile, app and game marketing, see The Messaging Opportunity and State of Mobile: Summer 2016.

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