Abercrombie & Fitch may finally be getting a clue about its core consumer. The teen-focused retailer recently debuted a mobile video game for its Hollister California-style clothing brand. The game activation, which was created with Rovio Entertainment and TreSensa, functions as an ad to connect the brand with loyal and potential shoppers.
“It keeps the brand breaking through in new and unique ways and helps us maintain our relevance day to day,” said Will Smith, who joined the New Albany, Ohio-based retailer as chief marketing officer for its Hollister and kidswear brands six weeks ago. Mr. Smith formerly worked as CMO at Caleres, which was rebranded from Brown Shoe Co. “This comes at the customer in an unconventional way and that’s part of our brand ethos of not being staid and traditionalwe want to be young, credible and authentic.” He’s hoping the game will reach approximately 10 million teens in the Rovio network and lead to additional experiential opportunities.
The retro-style game, accessible on the Rovio network and through select Snapcodes on Snapchat, allows players to surf while collecting points like pizza and avoiding shark obstacles. Hollister is promoting the effort through social media such as Instagram, Facebook and Snapchat as well as in select stores.
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