French premium fashion brand Ami Paris is taking a unique approach to its marketing strategy with the launch of a London treasure hunt to celebrate the release of its new Paris Paris bag. The brand achieved success with a similar treasure hunt held in Paris, and now aims to engage consumers in the UK capital.
In this exciting London activation, gamers will have the opportunity to participate in a geocaching event, where they search for 50 miniature 3D-printed Paris Paris bags. Created by digital artist @3DFiti, each bag features a distinct QR code and will be strategically hidden throughout central London.
Starting at 3:30pm on November 17th, Ami Paris will unveil the location of the first drop through a video and map shared on its social media platforms. The following day, the brand will officially launch the bags’ hunt game and disclose all 50 locations. Participants can track the bags’ whereabouts using a digital map on their mobile phones.
To claim their prize, participants must find a miniature bag and scan its QR code. Each bag holds a potential reward, with five lucky winners receiving a real-life Paris Paris bag. This interactive game not only engages consumers, but also creates a sense of excitement and anticipation, enticing them to join in on the fun.
Brand experiences play a crucial role in the fashion industry, and gaming has emerged as a popular tool for engaging with consumers. The thrill of a challenge, combined with the possibility of winning a prize, helps fashion labels capture the attention and loyalty of their target audience. This tactic is frequently used to promote product launches, commemorate special anniversaries, and more.
Ami Paris is not alone in exploring the gaming world within the fashion industry. In recent years, companies like Marc Cain and SMCP’s Sandro have incorporated gaming into their promotion strategies. Marc Cain partnered with the Pocket Styler app for a styling game in celebration of its 50th anniversary, while Sandro offered a video game accessible through QR codes in stores and online.
The growing importance of gaming in the fashion industry is evident from the success of luxury fashion and beauty gaming app Drest. The app, which allows users to dress virtual models, recently secured £15 million in funding to enhance its product and launch Drest 2.0 in 2024.
With its London treasure hunt, Ami Paris is leveraging the power of gaming to create excitement and buzz around its brand and new Paris Paris bag. By combining the thrill of a challenge with exclusive prizes, the brand is sure to capture consumers’ attention and leave a lasting impression.
Useful links:
1. Ami Paris Official Website
2. Drest Official Website
