Gaming is big, which is evident by the number of hours people devote to it. The recent figures suggest that people spend as much as 3 billion hours a week to games like Angry Birds, Grand Theft Auto and Farmville. It may not be feasible to directly manipulate this huge traffic on the net but Gaming as a concept may become useful in engaging, entertaining and, hopefully, ultimately building loyalty.
Dunhill, the British heritage brand, experimented with a simple goal scoring game during the World Cup last summer — and ended up with a best-selling necktie. King & Partners, a digital solutions agency for luxury and lifestyle brands stressed the point that the DNA of the brand has to remain intact; it should not be gimmicky and cannot go against the nature of the product itself.
Gabe Zichermann specializes in using gaming techniques to engage users and build brand loyalty for marketers and web developers. He firmly believes that believes that games can blend well with luxury brands’ goals. The top tier luxury consumers are not after free stuff. They want exclusive status and privileged access to the brand. Jimmy Choo introduced Catch a Choo, a kind of scavenger hunt around London to promote their first sneaker collection. It was declared “Best Use of Social Media “by the British trade magazine Drapers.