Ami celebrates bag launch with London treasure hunt
French premium fashion brand Ami Paris is launching a London treasure hunt to celebrate the launch of its Paris Paris bag as gaming continues to be a key way to market fashion.
It follows a treasure hunt it staged in Paris that the company said “was a huge success”.
The London activation will see gamers looking for and hopefully finding 50 miniature 3D-printed Paris Paris bags specially manufactured by digital artist @3DFiti. The 3D-printed Paris Paris bags, each featuring a distinct QR code, will be hidden in carefully selected places in central London.
The geocaching event begins at 3:30pm on 17 November when the brand will reveal the first drop and its location by posting a video and a map on its social media. The following day, the brand will reveal all 50 locations to officially launch the bags’ hunt game.
The bags will be pinned on a digital map, available to view on the gamer’s mobile phone.
When someone taking part finds a miniature, they have to scan its QR code to be recognised as a winner and claim their prize. Five QR codes will earn their winners a real-life Paris Paris bag.
Brand experiences are an increasingly important part of getting consumers to engage with fashion labels and as mentioned, gaming in particular is growing more popular in the fashion world (as well as in beauty). The thrill of a challenge with a potential prize at the end can really help to win over consumers and they’re being used to promote launches, special anniversaries and more.
This year, for instance, Marc Cain linked up with app Pocket Styler in a styling game to help promote its 50th anniversary.
And last year, SMCP’s Sandro launched a video game as part of its AW22 campaign. The game was accessible via QR codes scattered throughout Sandro stores as well as digitally.
The importance of gaming can also be seen from the fact that this summer, luxury fashion and beauty gaming app Drest raised a further £15 million in funding as it worked to develop the product and create Drest 2.0 that launches in 2024.
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