Burberry wants its fans reaching for the moon, quite literally, as the British luxury fashion brand launches B Bounce, its first interactive experience and online game, a special move to mark the launch of the label’s new puffer jacket collection.
In the interactive game, which can be played either online at burberry.com or on a super-size screen at the Burberry London flagship store, players get to race a deer-shaped character to the moon dressed in supercharged Thomas Burberry monogram puffer jackets where they try and bounce their way upwards between platforms in their quest to reach the moon. Extra speed is gained by collecting Burberry’s gold TB logos and drones along the way.
There are a series of B Bounce prizes to be won; from custom made GIFs to virtual Burberry puffer jackets to the grand prize, a real jacket from the brand’s new puffer collection (available to players in the UK, US, Canada, China, Japan and Korea).
“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,” said Mark Morris, senior vice president of digital commerce at Burberry. “We know that they are living in an increasingly gamified environment both online and off-line, and we are excited that they can join the Burberry community — and explore our new puffer collection — in this way.”
Burberry’s big leap into the virtual world comes as part of an increasing move seen amongst fashion brands who are using gaming as a new channel for engaging with shoppers. Back in February, toy company Lego and the social media platform Snapchat teamed up on an augmented reality pop-up in London dubbed ‘Lego Wear Virtual Boutique’ to launch the toymaker’s new streetwear line.
Then in April, Italian luxury house Moschino collaborated with iconic video game franchise, The Sims, on a colourful apparel range that’s available for purchase in real life as well as in the video game. Sportswear giant Puma is also getting in on the gaming action with its newest collection, a collaboration with Rubik’s Brand that launches globally this November.
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Text by Dina Kabbani