New Era launch first digital campaign in Europe with Cube app developed by Somewhat
Lifestyle brand, New Era has cemented its first digital push by unveiling its new mobile app, New Era Cube, devised by London agency, Somewhat.
Aimed at engaging a young, fashion and technology savvy audience the digital platform also hopes to raise brand awareness of New Era throughout European markets via social experience and digital innovation.
“Bringing New Era alive with digital innovation is a perfect match for New Era consumers and this is a major initiative for New Era becoming a leading digital-marketing brand,” commented marketing director of New Era EMEA, Matthew Griffiths.
The app, available on iPhone and iPad, is divided into six areas – Street Style, GIF Builder, Collection, Heritage, Game, and Social – each represented on one side of the cube. The latest season’s looks can be discovered via Collection, and users can reflect on New Era’s history by browsing through the Heritage interactive timeline.
The Game dimension drives users to visit New Era retail partner stores where they can play retro football by scanning their device over an authentic Raiders cap or New Era logo on shelves in-store. Street Style encourages create and share innovation by liking to the brands Tumblr, GIF Builder also allows fans to create their own work which is easily uploadable to Facebook and Twitter using the hashtag #neweracube.
Social media channels also feed back to the app, keeping fans up-to-date with new and exclusive content.
Jon Carney, managing partner at Somewhat, added: “For the Cube we created an interface that hasn’t been seen before. It’s controlled by your movement and touch. And we made a big virtual world of New Era content that can be accessed via a smartphone.
“This is a very high tech app, but with a slick user experience, so it just feels like fun.”