Can you recall B Bounce, the virtual game contest that Burberry introduced in October? Well, after successfully using gamification to promote its puffer jackets, the popular British fashion brand is once again embracing the concept to celebrate the Chinese New Year.
To commemorate the Year of the Metal Rat, which begins on January 25, 2020, Burberry has launched “Ratberry,” a modified version of B Bounce where the beloved squirrel character is replaced by a rat sporting a cap and logo t-shirt. Following the same platform game concept, players must navigate the rat through a Chinese-themed interface, collecting as many gold coins and lanterns as possible.
This creative initiative primarily targets millennial and Gen Z consumers, who are known for their fascination with brand experiences and exclusive content. Riccardo Tisci, Burberry’s Creative Director since March 2018, designed the new capsule collection that the game aims to promote. According to Burberry, the brand noticed the growing enthusiasm of young consumers, especially in China, for the gaming world. As digital and interactive content serve as significant sources of inspiration, Ratberry offers consumers the chance to engage with the Burberry online community.
In addition to this immersive gaming strategy, Burberry has also made virtual stickers available on its official WeChat account. WeChat is a popular platform among luxury brands due to its ability to provide strong brand experiences and integrate with omnichannel retail campaigns. This move by Burberry aims to rebuild its reputation after its New Year wishes last year were perceived as a misstep by Chinese customers.
If you want to test your skills on “Ratberry,” you can click here.
For more information, you can visit Burberry’s official website and its official WeChat account.
Credit: ©Burberry
Useful Links:
1. Burberry Official Website
2. Official WeChat Website
