Kate Spade is entering the metaverse for the first time by inviting customers into a virtual townhouse tied to its Autumn 2022 campaign. The gamified, interactive space — a digital interpretation of a New York apartment building — rewards visitors by giving them the chance to be the first to purchase three new bags from the brand’s autumn collection.
The gamified experience, which goes live on 7 September and is accessible via the brand’s website, lets visitors explore the rooms of the townhouse, where they can participate in interactive experiences such as creating custom wallpaper out of signature Kate Spade prints, contributing to a “kindness wall” (inspired by the brand’s partnership with the Born this Way foundation) and playing music via a record player and digital instruments. Once they make it to the kitchen, visitors will have the option to purchase the Patisserie 3D croissant clutch, Sam Icon mini tote and Dottie small bucket bag, which aren’t yet available elsewhere on the Kate Spade site. The virtual world, created with metaverse advertising service Arlene, is an extension of the brand’s two-day pop up physical townhouse which opened in New York in April, where customers could shop and participate in other activities. More are planned for Shanghai, Shenzhen and Tokyo in conjunction with the digital debut. Kate Spade CMO Jenny Campbell says this campaign was the right time to enter the metaverse because of its community focus. “This idea of community coming together, that feeling, really lends itself to immersive storytelling,” Campbell says. “It’s not something you want to do only in 2D.” The campaign features five neighbours who come together in their New York townhouse: a writer, a painter, a chef, a musician, and a craftswoman. These personalities are reflected in the virtual townhouse, where shoppers can listen to Kate Spade's playlists and download a colouring book, among other interactive activities. Full story here
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