Vogue Business recently featured the best luxury brand campaigns for Chinese New Year. In order of search on Wechat, Lanvin, Moschino, Burberry, Versace, and Miu Miu, scored the highest, but differently from others Moschino focused on gamification launching their first mini-program and surprising everyone with a fun game.
SEE ALSO : How do brands celebrate the Year of the Ox?
The free-spirited, fearless and vibrant Italian luxury fashion house, Moschino, partnered with the creative agency Branding Records to create a bold and exciting Chinese New Year digital marketing O2O collaboration—and the first WeChat game from Moschino—the MOOschino RUNway.
A treasure hunting mini-game available in Mainland China only for the Year of the Ox festivities. MOOschino RUNway was created with the ultimate goal of contributing to brand awareness introducing Moschino as an innovative and trend-setting brand to younger generations, in a culturally relevant way.
The challenge was sharpening the brand’s image while integrating local culture, in order to build a successful brand localisation. Through a playful approach, the game aimed at gaining the attention of targeted segments of consumers and cultivate curiosity, especially amongst younger generations, balancing the image of a youth-oriented fashion brand with more festive elements to celebrate traditional culture in a bold new way.
The ultimate goal was to pull traffic to both the brand’s digital and physical touch points, by offering real-world prizes for high scores online. On successfully completing the levels, set in the locations of the brand’s most iconic fashion shows, the top 30 players nationwide win an exclusively designed Moschino mahjong set.
The MOOschino RUNway creates an O2O touchpoint which successfully portrays the client’s attitude and brand positioning, while keeping target audience engagement high, and bringing the Year of the Ox to life.