GAMING x FASHION #1 BURBERRY B-BOUNCE

BURBERRY was one of the first brands to weave mobile games into their marketing mix with B-Bounce back in October 2019.

(Nyupenko, 2021)

B-bounce was dedicated to their monogram puffer collection, it were to be played online on their website and was available in more than 40 countries. The game had rankings and could generate GIFs, as well as be shared through social media with an avatar of your choice and your high score for friends to beat. The players were motivated to play by the opportunity to win multiple prizes such as custom GIFs with the puffer jacket being edited onto a picture of their choice. A real puffer jacket was awarded to winning players in UK, US, Canada, China, Japan and Korea. The brand has since launched two more games, each dedicated to a different capsule collection.

Burberry has been pioneering technology in its stores, was one of the first luxury brands to embrace social networks and use them as e-commerce tools to optimize their omnichannel experience for customers. Digital games weren’t an exception when making a strategic decision to attract younger consumers to their brand.