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H&M goes big on gaming with ‘H vs M’ campaign extension


By John Glenday, Reporter

September 24, 2019 | 2 min read

Fashion brand H&M is making a play for gamers with an evolution of its ‘H vs M’ campaign described as its largest ever move on the sector.


H&M goes big on gaming with ‘H vs M’ campaign

Developed in partnership with Minute Media and Zenith the promotional push introduces two gaming influencers, Harry and Manny, who go head-to-head in a battle for the attention of an 18-34 year old male demographic for whom fashion isn’t necessarily a priority.

The campaign sees crack gamer Hashtag Harry go joystick to joystick with Manny on FIFA 20 while dressed in H&M’s autumn collection. The rules of engagement will see the loser of each round subjected to the ‘Wheel of Forfeit’ that include self-descriptive punishments such as ‘horrifying snake’, ‘message from your phone’ and ‘hair removal’.

Lisa Hill, head of marketing for H&M UK & IE said: “We’re really excited to be the first fashion retailer to be playing in the gaming space in this way. This customer group is notoriously difficult to reach, but we’ve found that using an unexpected platform to reach this audience via something that they feel truly passionate about has made all the difference. This time the competition will be fiercer and the forfeits more outrageous, which we hope will drive engagement even further than before.”

The videogame bout will be broadcast live on DBLTAP, YouTube and the influencers own social channels.

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Hennes & Mauritz AB is a Swedish multinational clothing-retail company known for its fast-fashion clothing for men, women, teenagers and children.

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