Zara is known for its trendy fashion line. Having built an empire through decent marketing without the use of billboards and digital advertisements, the owner has now resorted to video games through Facebook to sell clothes. How?
In a shift from offline stores to online platforms for selling, Spain’s Inditex SA has teamed up with Facebook and Instagram to launch the new ‘Pacific Game’ attracting young crowds to play and hence be redirected to their Pull & Bear brand.
More than selling clothes, brands want to focus on building a relationship with customers by banking on their trust. E-commerce held a $3 billion fund through Inditex in 2020 so that new investments on the online portal don’t run out of style. And they surely haven’t!
This is not the first time that clothing brands have merged with video games to market their styles. After Pull & Bear, Zara also hopped on the bandwagon to get more traffic to its website and enable app downloads.
In a similar fashion, the fashion house Burberry created a game called B Surf that was the outcome of its TB Summer Monogram campaign frontlined by model Kendall Jenner. If you have played the game, you would have noticed the letters popping out at different locations throughout the game.
This type of marketing leaves an impression on customers by creating a recall value. You might see a number of advertisements daily and forget. However, if you see a brand name, logo, or placement in your favorite game that you are addicted to, it will definitely urge your curiosity to find out more about the brand and its products or services.
This kind of marketing can also be applied to different industries including FMCG and tech.
Would you utilize this in your business?
Source: Bloomberg
