‘Gamification’ has been talked up as the next big thing in digital fashion for a while, ever since Jimmy Choo employed Twitter, Facebook and Foursquare in its Catch-a-Choo treasure hunt, in fact. More recently, Netaporter’s ‘shop window’ app by Aurasma created a frenzy at Fashion’s Night Out as hoards of fashionistas (including one Anna Wintour) waved their smart phones in front of virtual Miu Miu shoes and Proenza PS1s in a bid to win the goodies on display in a one-night-only store front.
The latest innovation to be employed by fashion-forward brands is SCVNGR. A location-based mobile gaming app, SCVNGR is all about checking into places and earning points to win prizes. Already used by Topshop and Neiman Marcus, this Saturday sees SCVNGR used in Swarovski’s spectacular mobile game, Discover Your Light. A London-wide treasure hunt to tie in with the launch of Swarovski’s latest Nirvana ring (mmm, don’t mind if I do) and Bruno Aveillan’s hypnotic cinema spot, Discover Your Light promises prizes galore for those taking part, the biggest of which is a major OMG trip to Florence and Austria.
Clues and locations have been supplied by a multi-disciplined creative panel including LFW’s girl-of-the-moment and Swarovski lover Mary Katrantzou, author Joe Dunthorne, Hot Chip’s Alexi Taylor, plus blog partners including Jotta.com, Le Cool, Film Juice, Music News and er, me! By checking into our secret London hotspots on a London map and making strategic decisions, you can pick up points and prizes, culminating in the no-expenses-spared 5-star prize (this being Swarovski, I think it’s safe to say this really is a prize worth winning).
The free app can be downloaded in Apple’s app store or Google’s android market. To play, register in advance at www.swarovski.tv/discoveryourlight. *Sigh* If only the schleps across town during LFW had been this fun…