The leading Swiss watch brand Swatch collaborates with SCVNGR (pronounced scavenger)—a mobile game about going places, doing challenges and getting gifts. The campaign started on May 31 on the streets of NYC helps promote new Gent watch collection that was presented in local Swatch stores this spring.
Now the brand fans and trendsetters experience the quest fun and take Swatch-branded challenges at the Hot Dog, Grand Central Terminal, Times Square, SoHo, and 72nd Street NYC Swatch store locations. As consumers play SCVNGR, they earn points towards revealing some stylish rewards like a fashionable laptop case and have a chance to win one of five colorful Gent watches.
SCVNGR by Google Ventures, Highland Capital Partners and Balderton Capital is famous for its co-work with global brands. Last fall it was a game project with Coca-Cola that excited young Americans. The rules are simple: going places, snapping pictures, sharing with friends on SCVNGR, Facebook and Twitter, earning points and exchanging it to rewards.
The edgy Swatch brand found a dynamic and motivating way for its target audience to discover the new collection. The Gent series retains the renowned Swiss watchmaker’s signature use of trend-setting design, bright colors and rugged, sporty materials.
“We’re always looking for fresh and innovative ways to offer our consumers a fun, social in-store experience,” said Gilberto Gil, eCommerce Marketing Manager for Swatch Group U.S. “As consumers play Swatch challenges on SCVNGR, they’ll experience the Gent collection in a more interactive way that will get them sharing the new collection with their friends.”