We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Published: 14 Feb 2018

Valextra’s Shoppable V-Day Game Celebrates Shopping Lust

Extra
Valextra

Summoning a whimsical nostalgia for the days when commerce was purely a bricks-and-mortar affair, Italian fine leather goods label Valextra is marking Valentine’s Day by offering a mobile game that celebrates the heady joys of shopping rather than romance. 

Designed to promote the Italian brand’s bags as a suitable V-Day gift, the Shopping Craze mobile game has players racing through a “shop-maze” to collect favourite handbags while navigating around “enemy” shoppers. Further tapping into nostalgia, the interface is inspired by 1980s 8-bit video games. Players advance by navigating obstacles to successfully complete virtual purchases, recording scores on a leaderboard. The first 1,000 to do so get a leather Valextra charm inspired by the game’s graphics, as do all customers purchasing from Valextra on Valentine’s Day. Purchase opportunities are inserted when a player completes a level, with several products popping up on screen. A click leads to the brand site for more information and a direct path to purchase.

Brands have been differentiating themselves by leaning away from clichéd romance-themed campaigns for Valentine’s. A standout among retailers’ V-Day concepts last year was fashion label Marc Jacobs’ homage to the low-fi sex hotline infomercials of the 1990s (see blog).

Valextra’s efforts also align with an ever-growing millennial affection for all things 80s (see Nostalgia Fashion Forecast A/W 18/19 and Reebok x Lisa Frank), including the era’s crude digital graphics (see also Playful Optimism: Materials).

For more insights into how retailers celebrated Valentine’s Day in 2018, see our report Retail: Valentine’s Strategies ’18.

PANTONE®TPX
COATED
RAL
RGB
HEX
NCS