The Stiletto Wars campaign which was deployed recently by British luxury department store Harrods, is a great example of how gamification can be applied in engaging, creative digital marketing campaigns that generate entertaining, immersive social user experiences.The Stiletto Wars campaign which was deployed recently by British luxury department store Harrods, is a great example of how gamification can be applied in engaging, creative digital marketing campaigns that generate entertaining, immersive social user experiences.
Aim of the campaign: The campaign which was deployed last autumn (2014) aimed to promote and raise awareness of the new 40.000sq ‘Shoe Heaven’ department in an interactive and entertaining way, while also engaging with customers through their mobile and tablet devices on both iOS and Android. Customer-base targeting segmented mostly on women between 20-40 years old (a tech-savvy demographic group which is more likely to spend.)
Description: Harrods campaign plan first started by welcoming consumers to its newly remodeled shoe floor through email and social media. Letting its loyal followers know of the opening of the department via social media and email marketing, inspired their followers to visit the store in person and also encourage them to spread the word and share enticing photos of the new showroom. On Facebook, consumers reacted to the opening with comments, saying they wish they could move into the department and that they would travel a distance to see the sales floor in person.
The game was distributed via its interactive magazine app or alternatively via Google Play or the Apple app store. Stiletto Wars gaming concept is simply good fun, delivering an addictive gaming experience: players are simply asked to match at least three of the same shoe either vertically or horizontally reminiscing the features of the popular Candy Crash game app. Instead of illustrated diamonds, though, here it is necessary to combine the right shoes. Through the app, users are challenged to form as many rows of three of designer shoes against a timer. Users are then prompted to submit their scores and share it in order to go in the draw and win prizes including a £500 Harrods Gift Card and a Harrods VIP shopping experience.
Results: with over 13.000 downloads and 18 million total reach in social media and moreover the positive feedback that the campaign attracted in gaming, style and fashion blogs, the App has successfully turned Harrods digital endeavor to a success. Alongside the fun factor that undoubtedly injected satisfaction and excitement, the brand achieved high levels of awareness.
The impact of this latest campaign and its remarkable resonance to young consumers, further emphasizes the need for brands to have a strong digital presence and incorporate out-of-the-box, innovative concepts such as gamification, as part of a holistic, comprehensive digital marketing strategy in order to achieve competitive advantage. Through the gamification factor, Harrods campaign created awareness and generated excitement and fun experiences to an important segment of the customer base which was previously difficult to reach by traditional campaigning.
As of retail-week.com: Harrods media sales director Guy Cheston admits ‘we are planning more games. We really feel there is something in gamification.” Harrods will continue to invest in gamification. The store has been in existence since 1830s and is more successful today than at any time in its history, we have learned to constantly reinvent and create, you can’t stand still, you need to keep innovating.”