Mario Bautista
British luxury brand Barbour has launched its first-ever interactive mobile game.
The game aims to revitalise the brand in the digital world and lays the groundwork for its long-term strategy to reach digital natives through immersive digital experiences.
It will be launched across five regions in Asia including China, Japan, Hong Kong, Taiwan and South Korea.
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The game features a “match-and-win” format where players have to find and match two stickers in order to earn points. The stickers are designed to celebrate Barbour’s 130th anniversary and features symbols of the brand’s century-old legacy.
For example, a Cocker Spaniel was used to reference Barbour’s dogwear collection while the Herd Groyne lighthouse references the bright red landmark in South Shields, where the brand first started.
Additionally, to make the game more fun and engaging, a leaderboard was implemented to tap into the human desire for competition. Players were incentivised to repeat plays by rewarding the top three scorers with Barbour’s best-selling waxed jacket.
The game was created in collaboration with CONTEN.T. According to a statement seen by MARKETING-INTERACTIVE, the game was created as mobile gaming reigns as a dominant form of entertainment across Asia
Brands that incorporate games into their strategy can align with the preferences of Asian youth and naturally foster increased levels of engagement, it added.
Following the release of the game, Barbour saw a significant impact on its brand reach. This was especially seen among the younger crowd who are more familiar with other brands such as nanamica and The North Face, said the statement. In addition, brand recall has been enhanced, with the game reporting large amounts of repeat plays.
Barbour is not the only brand to tap into gaming in recent months. Earlier in June this year, insurance brand Etiqa Insurance Singapore, unveiled an interactive game station located at the concourse near the TEL station’s gantry.
The dynamic game saw commuters put their reflexes to the test by embarking on a timed mission to collect a cascade of falling goodies on a digital screen. The game was easily accessible by scanning the QR code with smartphones.
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