This Autumn Topshop partners with digital pioneer SCVNGR on its new student campaign, making it the first brand outside of North America to do so and cementing its position as the most digitally engaged fashion brand on the high street. From 5th September Topshop’s student fans can play the bespoke SCVNGR game via an app on their smart phone, completing challenges and earning rewards and exclusive offers.
Anyone within a 500m radius of a Topshop store can play the game. Students just need to download the free SCVNGR app for iPhone and Android, tap ‘Places’ and search for ‘Topshop’, and they can start playing the fashion-themed challenges immediately. The game works on a points system; players choose the reward they want and then do the challenges needed to accumulate that number of points.
Topshop’s style challenges will include activities such as snap a photo of your favourite ‘back to college’ outfit at Topshop, or tell SCVNGR which item you think most represents the brands trends. Rewards include a 20% discount instore and entry into a competition to win a £500 shopping spree. New challenges and rewards will be launched on 6th October.
Topshop prides itself on being the first on the British high street to use this kind of digital technology. Topshop was the first high street brand to live stream its own catwalk show and those of the young NEWGEN designers it supports via topshop.com. Topshop was one of the first brands to launch its own blog, and its popular Facebook and Twitter pages have the most followers of all its high street competitors.
Recent campaigns have included the use of QR codes and photo sharing app Instagram, both helping to further enrich the customer’s instore experience bringing their on and off-line worlds closer together. Autumn 2011 will see the launch of a number of new and exciting initiatives including a new iPhone and iPad app, a shopable mobile website and the launch of Topshop Tumblr.
Mary Homer, Managing Director of Topshop, comments: “We’re always looking for new and innovative ways to engage our customers. Following the popularity of SCVNGR in the US we wanted to offer our student customers the ability to interact with our brand, on and off-line in a more fun and engaging way.”
Seth Priebatsch, CEO of SCVNGR, comments: “Topshop has established a fun, unique and popular brand identity over the years and SCVNGR’s game engine enables Topshop to convey this image through custom scripted challenges whilst inviting consumers to browse its collections. We are thrilled to be launching with such an iconic company as our first challenges and rewards retail brand campaign outside of North America.”
