H&M has launched its biggest ever gaming campaign aiming to appeal to customers for whom “fashion is not necessarily a sole point of focus”
Professional gamers Hashtag Harry and Manny, who have a combined YouTube following of nearly 2 million, will take part in H&M’s “bigger and better” H vs M campaign.
Its campaign will see the two gamers, both dressed in H&M’s new autumn collection, compete against each other in a head-to-head FIFA 20 match.
The loser of each match must spin the “Wheel of Forfeit” which includes punishments that reportedly tie into the H vs M theme.
Esports giant DBLTAP will stream the match live on its YouTube channel from Friday 27th September.
H&M already experimented with this concept earlier this year to mark the launch of its spring men’s fashion collection.
“We’re really excited to be the first fashion retailer to be playing in the gaming space in this way,” H&M head of marketing UK Lisa Hill said.
“This customer group is notoriously difficult to reach, but we’ve found that using an unexpected platform to reach this audience via something that they feel truly passionate about has made all the difference.
“This time the competition will be fiercer and the forfeits more outrageous, which we hope will drive engagement even further than before.”