Halston Heritage drives traffic via virtual dress up opportunity
Mobile gaming application Covet Fashion proved to be an effective platform for apparel and accessories brand Halston Heritage to engage consumers by enabling them to style and create virtual outfits with the brand?s range of glamorous looks.
The fashion game allows users to style outfits from the brand?s clothing. The Covet Fashion Halston Heritage campaign was a successful venture for the brand, generating six times more traffic than usual.
"By partnering with Covet Fashion, brands are not only able to get exposure to the game's large, and growing audience, but they are able to reach much higher levels of engagement than with traditional marketing, because Covet's players are actually interacting with the brand's clothing items and accessories featured in the game," said Blair Ethington, senior vice president and general manager of Covet Fashion at CrowdStar .
"It also heightens discovery, with 80 percent of players saying they have learned of new brands through Covet Fashion," she said.
Covet Fashion
Users of the Covet Fashion app dress their digital alter egos for points and Halston Heritage provided apparel for the game for users to create outfits with. The campaign allowed users to virtually try on clothes.
Many consumers continued onto the brand?s mobile and desktop Web site to purchase the products played with in the game. The brand saw significant success with a substantial jump in traffic during the campaign.
Users in the game save various garments and apparel in their virtual closet and style digital avatars. Players compete by styling in various challenges for instance, creating a cozy layered look for fall.
Once the looks are completed, users can vote on which outfit they like best and the player with the most votes wins the challenge along with the digital currency.
Gaming success
Another brand that promoted through the app saw success as well.
Open Road Films received more than one million entrees through contests on gaming application Covet Fashion while driving sales of movie tickets and merchandise for the Dope movie release (see more).
Challenges and games are proving to be a successful marketing tactic to engage consumers.
For instance, Kentucky Fried Chicken Indonesia added some sizzle to customer engagement on social media by rolling out a virtual Hot Bucket Challenge on Twitter and Facebook that saw 66 percent of players complete the game (see more).
"In addition to fashion brands being featured in the game on an ongoing basis, there are also opportunities for special partnerships, product features and in-game events," Ms. Ethington said. "For example, we recently collaborated with Halston Heritage, which resulted in a 6x increase in average traffic driven to their website.
"Another recent collaboration with French Connection drove 1.5x the company?s normal online marketing spend, all for free," she said.
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer
