Millenials are more likely to be on their smartphones and play video games. Luxury brands like Hermes made sure to use this as an opportunity.
Wondering how Video Games help Luxury Brands?
On the business side of our industry, luxury brands have done their research with video games. Video games could impact the slope of the business curve if one utilizes its full effect. A study by Goldman Sachs proves that people have the sense of developing their identities through digital games. In addition, needless to say, it doesn’t really need a ton of research to know how millennials spend most of their time. Now, these kinds of luxury brands are proving that gaming isn’t just for having fun. It can also be a medium for target market development and great advertising. Curious to see what the games are? Let’s get right into it!
Hermes – H-pitchhh
The company developed a game that is inspired by the traditional horseshoe throwing game; wherein the players (or should we say, customers) get to throw horseshoes to see who gets it closest to the pipe. In parallel with the release of the game, Hermes also releases a short film to advertise game and the brand itself. It holds 5 levels, each of which is branded with the company.
Guerlain – WeChat Game
Partnering with Sunrise-Duty Free shopping to create a highly addictive Tetris game on WeChat is one of the best ideas of their marketing team.
This is to celebrate its latest matte collection. Furthermore, the games let players input their personal information to provide the company with enough data to suffice their research. Thus, giving Guerlain enough knowledge to know who are their potential customers. By the way, they reached 10,000 players within 10 days. Cool!
Dior – Grand Opening Store Game
Lastly, Dior also releases an interactive game in which people are to collect all six Dior items in the game. Once completed, they may float a hot air balloon in the skies to get a chance to win a ticket to see the grand opening of their new store in Shanghai. The original game mode provides traffic and awareness to the company which is also a plus to the brand’s advertising strategy.
These Luxury Brands have made something that kept their customers close. Who knows other uses can be done with the help of the video game industry.