Burberry has launched its first ever video game as it becomes the latest brand to experiment with the medium as a promotional tool.
B Bounce, which is available to play online or on a giant screen in Burberry’s Regent Street flagship store, sees players control a small deer dressed in one of three of its new range of puffer jackets.
Players will have the chance to win a real puffer jacket from its new collection, worth over £1000, by reaching 1500 metres in the game.
The Monogram Puffer Collection. A capsule collection of quilted puffer jackets – in bold new takes of our #ThomasBurberryMonogram. Inspired by the classic outerwear icon, redefined by Riccardo Tisci. Discover more https://t.co/5ZhtLDG3Ha #BurberryGeneration #TBRT pic.twitter.com/gD9rwwswMz
— Burberry (@Burberry) October 21, 2019
The Burberry-clad deer must bounce on clouds, collecting Thomas Burberry logo’s on the way to reach the moon, receiving custom GIFs and virtual puffer jackets along the way.
“What we didn’t want to do was have this long list of things you need to know to play this game,” Burberry’s vice president of digital marketing Rachel Waller said.
“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 brad messages.”
Burberry has been experimenting with video games in China, one of its biggest markets, and recognised a fierce appetite among young customers.
Its senior vice president of digital commerce Mark Morris added: “We know that they are living in an increasingly gamified environment both online and off-line, and we are excited that they can join the Burberry community — and explore our new puffer collection — in this way.”
Brands are increasingly recognising the potential of video games as a marketing tool, with various big brands including Puma and Nike sponsoring esports gaming teams and Adidas launching its own video game earlier this month.