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TopShop launches games app for students with SCVNGR

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By The Drum Team, Editorial

August 23, 2011 | 2 min read

TopShop has partnered with SCVNGR to create a new student campaign with a smartphone app, which will launch on 5 September.

Anyone within a 500m radius of a TopShop store can play the game. Students will need to download the free SCVNGR app for iPhone and Android, tap ‘Places’ and search for ‘Topshop’, and they can start playing the fashion-themed challenges.

TopShop’s style challenges will include activities such as snap a photo of your favourite ‘back to college’ outfit at TopShop, or tell SCVNGR which item you think most represents the brands trends. Rewards include a 20% discount in store and entry into a competition to win a £500 shopping spree. New challenges and rewards will be launched on 6 October.

Mary Homer, managing director of TopShop, said: “We’re always looking for new and innovative ways to engage our customers. Following the popularity of SCVNGR in the US we wanted to offer our student customers the ability to interact with our brand, on and off-line in a more fun and engaging way.”

Seth Priebatsch, CEO of SCVNGR, said: “Topshop has established a fun, unique and popular brand identity over the years and SCVNGR’s game engine enables Topshop to convey this image through custom scripted challenges whilst inviting consumers to browse its collections. We are thrilled to be launching with such an iconic company as our first challenges and rewards retail brand campaign outside of North America.”

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