Browse Club

The Coca-Cola Company and Marvel Entertainment's collaboration is a strategic move to increase brand engagement and customer loyalty. Coca-Cola and Marvel have teamed up to launch a new global marketing campaign featuring popular superheroes on limited-edition cans and bottles. The "Coca-Cola x Marvel: The Heroes" promotion includes over 30 characters from the Marvel Universe, such as Captain America, Black Widow, and Wolverine. The campaign includes a cinematic commercial blending live-action and animation, which has garnered over 639,000 views on YouTube. Each specially designed can and bottle features a QR code that unlocks an augmented reality (AR) experience, allowing consumers to interact with their favorite heroes and villains. The gamification process involves several steps to encourage repeat purchases and engagement with the Coca-Cola brand. First, consumers need to buy participating Coca-Cola products to participate in the promotion. After scanning the QR code, they can unlock and collect various Marvel characters within the AR experience. One AR experience is the "Heroes Rumble," where consumers can scan two different characters to trigger an exclusive interactive experience. Participants also have the chance to win exclusive prizes. In conclusion, Coca-Cola's use of gamification offers consumers a fun and interactive experience that incentivizes them to purchase more products. The global gamification market is projected to grow from $9.1 billion in 2020 to $30.7 billion by 2025, at a compound annual growth rate (CAGR) of 27.4%, indicating that gamification is a powerful tool for increasing brand engagement and customer loyalty. By leveraging the popularity of the Marvel Universe, Coca-Cola is able to offer consumers a unique and engaging experience. How do you think gamification and AR technology can help brands increase engagement and loyalty?

IKEA's virtual store on Roblox brings the workplace to your home—apply now and get paid. Ikea is breaking new ground with its latest initiative on Roblox, "Careers Done Different." Launching on June 24, 2024, this innovative campaign aims to attract a new generation of co-workers by merging gaming with real-world employment opportunities. Ikea is hiring ten individuals to manage the virtual store, offering them an hourly wage of £13.15/€14.80. These roles are open to applicants aged 18 and above, residing in the UK and the Republic of Ireland. The virtual store, developed by The Gang, offers a unique glimpse into Ikea's flexible career progression, allowing players to switch departments and gain experience just like in the real world. This activation follows a trend seen with other major brands like Nike, Gucci, and Vans, who have also leveraged Roblox to engage with the Gen Z audience. Important note: it's not a collaboration with Roblox, but an activation within the game. The campaign is promoted through a fully integrated approach, including social media and in-store activities, ensuring maximum visibility and engagement. This strategy aligns with Ikea's broader objective of making its employer brand as strong and recognizable as its consumer brand. The success of this activation can be measured through various KPIs, such as the number of applications received and engagement rates on social media. By offering paid roles within the virtual store, Ikea is demonstrating its commitment to flexible career progression and setting a new standard for recruitment and brand engagement. What do you think about the future of work in virtual environments?

Fashion, NFC, music, and gaming collide in BALENCIAGA's new 8-bit video game and collaboration. Balenciaga Music has launched a multi-faceted collaboration with French composer and musician BFRND, who has produced original soundtracks for every Balenciaga presentation since 2017. The collection includes limited-edition merchandise, a 4-hour original playlist curated by BFRND, and an original 8-bit video game called "BFRND: The Game." In the 8-bit video game, players navigate as a digital avatar of BFRND through various iconic Balenciaga fashion show sets, including Paris. Each level features the unique soundtrack BFRND composed for that particular runway show and the objective is to avoid obstacles like rats and pigeons while collecting Balenciaga products to score points. The first three levels of the game are accessible to anyone via a dedicated mini-site, WeChat, or on touchscreens at select Balenciaga flagship stores in Paris and Shanghai. However, to unlock a special fourth bonus level, players need to purchase merchandise that comes with an "all access pass" with an NFC chip in it, which unlocks an exclusive level in the video game. The game has a worldwide contest, where the top 30 players globally will be rewarded with prizes. This experience follows Balenciaga's previous boundary-pushing video game, Afterworld: The Age of Tomorrow, from 2020 and the ARCHIVE activation with NFC chip in 2023. What do you think of the innovative use of NFC chips in the collaboration?

Le Coq Sportif and Stephane Ashpool are helping to bring the fashion industry back to France with their collaboration for the French Olympic and Paralympic teams. Stéphane Ashpool, the designer behind the successful Pigalle brand, has teamed up with Le Coq Sportif to create the uniforms for the French Olympic and Paralympic teams at the 2024 Paris Games. The majority of the products will be designed, drawn, conceived, and partially produced in Aube, France, highlighting the economic influence of a French company and nodding to the 1924 Paris Olympics. Ashpool believes that the uniforms will be a proof of work for other brands to bring their manufacturing back to the country, promoting a new way of life and supporting the local economy. Dressing the French Olympic team is a colossal undertaking, with 800 athletes requiring 120 items each, including those participating in both the Olympic and Paralympic games, plus the support staff of trainers and other minders This activation is important because it highlights the importance of supporting local industries and showcasing French heritage on a global stage. It's also a significant step towards sustainable fashion, as producing the uniforms locally reduces carbon emissions and supports the local economy. What other brands or designers would you like to see collaborate with the French Olympic and Paralympic teams in the future?

Grateful to announce the official launch of Browse Club, a next-generation hybrid consultancy that helps companies across industries unlock growth and build sustainable competitive advantage. As someone who has fully embraced its digital identity as Sorcier, it helps me understand the digital world inside and out. That's why I created Browse Club - to bridge the gap between physical and digital native generations, and leverage my diverse experience and innovative thinking to help businesses succeed. At Browse Club, we combine the strategic rigor of top-tier consulting firms with the creativity and activation capabilities of leading marketing agencies. We collaborate with clients to develop innovative go-to-market strategies powered by data-driven insights and brought to life through engaging customer experiences. Our unique approach integrates these capabilities end-to-end, helping clients not only define the right strategic direction, but also execute with speed and agility to deliver measurable business results. Whether you're launching a new product, entering a new market, or redefining your customer relationships, we're here to support you every step of the way. You can follow our socials on Twitter, LinkedIn and Instagram (in comments); And find more information about our services on our website: browse.club Sarah Hamzaoui Carmen Rosu Carla Sieux Max Le Leannec 雷王力 🛸 Lucas Verra Luc Jodet Nicolas Billieres Diane Langlade Adeline Robic Polina Cohalion Erwan Colani Dimitri Nitchoun Alexandre Gardini Sarah Compani Pauline Traullé Artem Sinyakin Maryam Enanaa Hadrien Ozil Alessandra Anselmi Ioana Helou (Nicula) Alban Helou Ivan de Lastours

Hugo Boss' new loyalty program is an (r)evolution, adding NFTs and gamification. HUGO BOSS, the renowned fashion brand, has launched an innovative customer loyalty program, Hugo Boss XP, which integrates blockchain and Web3 to enhance customer engagement and experience. The program allows members to collect and redeem tokens (NFTs) through their purchases and interactions. These tokens unlock access to exclusive products, unique brand experiences, and special offers. Membership status is upgraded based on spending across brands and channels and maintained for a minimum of two years. Members can access special events, premium services, and unique experiences. The program uses innovative digital and physical touchpoints, along with customer data, to create a hyper-personalized and localized omnichannel experience. Hugo Boss XP is part of the company's vision to become a leading, premium tech-driven fashion platform worldwide. The first version of Hugo Boss XP will launch in the UK in June 2024. The current loyalty program, Hugo Boss Experience, will be fully upgraded to Hugo Boss XP over the next few years, with existing members seamlessly transitioning to the new system. Do you think this is the way forward for customer loyalty programs? 

Walmart is targeting Gen Z with its new immersive shop-entertainement experience, Walmart Realm. Walmart, the retail giant, has recently launched an innovative platform called Walmart Realm, marking a significant step into the metaverse and immersive e-commerce. This 3D e-commerce platform offers users the opportunity to shop for digital doubles of products available in real-life Walmart stores, all within virtual worlds. The platform leverages technology from Emperia to create these immersive virtual shops, gamifying the shopping journey and allowing customers to interact with products and play online games for a chance to win coupons. The platform is currently only available in the US market. Walmart Realm builds upon the company's previous immersive retail experiences like Walmart Land and Universe of Play on Roblox in 2022. It showcases how Walmart continues to experiment with new virtual formats to inspire customers and adapt to evolving consumer behaviors in the digital age. Do you think influencer-led shopping environments will be a hit among the younger audience?

Thanks to Mister V's sneaker drop, the Sneakmart app experienced a significant surge in download and popularity. French YouTuber Mister V has teamed up with Sneakmart and FLOWER INSTINCTS to launch an exclusive Delamama sneaker collection. The collaboration comes after the success of Mister V's Delamama frozen pizza line and his previous work in the fashion and sneaker industry. The limited-edition sneaker collection, with only 500 pairs available, was exclusively available via a drop on the Sneakmart app. The app's surge in popularity, becoming the third most downloaded app in the 24 hours leading up to the release, is a testament to the success of the activation/strategy. The Delamama sneaker collection is a prime example of how content creators are changing the fashion and sneaker industry. The fact that the sneaker collection sold out in minutes is a clear indication of the power of influencer marketing. This activation/strategy helped Mister V, Sneakmart, and Flower Instincts achieve specific KPIs, such as increased brand awareness, engagement, and sales. What do you think of Mister V's Delamama sneaker collection? Would you cop a pair?

Say goodbye to tedious listing processes and hello to easy reselling with eBay's latest innovation. The company has recently launched a new "Resell on eBay" feature that makes it easier than ever for brands and consumers to list pre-owned clothing items for resale on the platform with just a few clicks. The feature is embedded in Certilogo S.p.A.'s connected product smart tags, which authenticate the item and auto-populate an eBay listing with key details. The circular economy is gaining momentum, and eBay's latest feature is a major step in the right direction. According to eBay's 2023 Recommerce Report, the secondhand apparel market is expected to more than triple in value over the next decade, reaching $64 billion. By positioning itself as a leader in the growing secondhand fashion market, eBay is well-positioned to capitalize on this trend. What do you think about the rising trend of Digital Product Passports (DPP) for second-hand goods? Share your thoughts in the comments.

Say goodbye to tedious listing processes and hello to easy reselling with eBay's latest innovation. The company has recently launched a new "Resell on eBay" feature that makes it easier than ever for brands and consumers to list pre-owned clothing items for resale on the platform with just a few clicks. The feature is embedded in Certilogo S.p.A.'s connected product smart tags, which authenticate the item and auto-populate an eBay listing with key details. The circular economy is gaining momentum, and eBay's latest feature is a major step in the right direction. According to eBay's 2023 Recommerce Report, the secondhand apparel market is expected to more than triple in value over the next decade, reaching $64 billion. By positioning itself as a leader in the growing secondhand fashion market, eBay is well-positioned to capitalize on this trend. What do you think about the rising trend of Digital Product Passports (DPP) for second-hand goods? Share your thoughts in the comments.