Luxury brands Hermès, Guerlain and Dior use mobile games to attract Chinese millennials
Research by Goldman Sachs found online gaming is not only important with young mainlanders as a way to have fun, but also help them develop identities
This article was written by Ruonan Zheng and originally published in Jing Daily
Louis Vuitton and Angry Birds may seem totally unrelated, but more and more high-end luxury companies are creating digital games to keep customers in their branded worlds just a bit longer.
The latest example is Hermès, which recently released a mobile app called H-pitchhh.
Inspired by the traditional horseshoe throwing game that can be traced all the way back to Roman soldiers, Hermès allows players to virtually toss a horseshoe using a swipe on iPhone, not unlike throwing a Poké Ball in Pokémon Go.
They score points based on how close their horseshoe lands to the stake.
There are five different levels to unlock, each of which is branded in the Hermès style.
To accompany the game, Hermès also released a film campaign.