Luxury brands are taking advantage of the holiday season to tap into the world of gaming, aiming to attract consumers and boost sales. Two notable brands, Chanel and Kenzo, have launched captivating games to specifically target younger customers.
Chanel has embarked on its gaming journey with “Chanel Moon Walk,” a mobile game that takes players on a thrilling adventure to the moon. In the game, players control a space shuttle and are tasked with destroying meteorites while collecting beauty products selected by Chanel for Christmas. Once the game is completed, players have the option to purchase these products directly from Chanel’s e-shop. To access the game, players can scan a QR code on Chanel’s website. With its retro aesthetics and soothing music, the game aims to appeal to a wide audience. Developed in collaboration with the Mazarine agency, which has previously worked with Chanel, the game is available in 30 countries until January 1.
In a different approach, Kenzo has released “Kenzo Run,” an online game developed by the luxury house under the LVMH umbrella and directed by Japanese designer Nigo. The game allows players to choose their character and navigate a futuristic virtual city inspired by Kenzo’s brand aesthetic. Players collect tokens shaped like the brand’s iconic Boke flowers as they overcome obstacles and discover shortcuts to progress. The game also rewards top players with “exclusive gifts,” and Kenzo is offering the opportunity for players with the highest score to attend its fall-winter 2023/24 fashion show in Paris on January 20, including a plane ticket and hotel stay.
The integration of luxury brands into the gaming world during the holiday season demonstrates their commitment to adapting to evolving consumer preferences and targeting younger demographics. By incorporating elements of fun and interactivity into their marketing strategies, Chanel and Kenzo create a unique engagement experience for their customers. Furthermore, these games bridge the gap between the virtual and physical realms, allowing players to directly purchase products or win exclusive brand-related experiences.
In summary, luxury brands venturing into gaming reflects the industry’s willingness to embrace new platforms and technologies in order to capture the attention and spending power of younger consumers. As the digital landscape continues to evolve, it is highly likely that more luxury brands will explore the gaming world as a means of staying relevant and connecting with their target audience in a rapidly changing market.
Useful links:
1. Chanel Official Website
2. Kenzo Official Website
