Burberry has launched its first online game, marking the brand's first entry into the ever-growing gaming market.
B Bounce sees players race a Burberry-clad deer to the moon, bouncing upwards amid rain clouds. Extra speed is gained by collecting the label’s gold TB logos and drones along the way.
The game - available to play online and via a big screen in the brand's Regent Street store in the UK - is a tool to promote the brand's new puffer jacket collection, which launches today - players choose which version of the style to dress the deer character up in. There are a series of prizes to be won, including custom GIFs and, of course, the Burberry puffer.
Burberry B Bounce
Burberry has played with the idea of interactive content before, more specifically with its monogramming service in May whereby the label invited consumers to engage with TikTok challenges.
The brand conducted research which revealed that there was a huge appetite for gaming among its younger consumers, particularly in the Chinese market.
"What we didn't want to do was have this long list of things you need to know to play this game," said Rachel Waller, Burberry vice president of digital marketing. "We thought about the behaviours of casual gamers as we created the concept. It's really about building brand value around a product with a community that already exists.
"Secondly, is about surprise and delight storytelling. Gaming is the new frontier of storytelling - there's a huge narrative here. There's a great advantage to being able to surprise and delight your consumer with brand messages."
From Harper's Bazaar UK