Burberry launches online game Ratberry before Chinese New Year
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Burberry has launched an online game called Ratberry as part of its 2020 Lunar New Year campaign.
The game builds on the popularity of B Bounce, the brand’s first online game launched in October last year. In the new game, Ratberry is the central character in a world inspired by the limited-edition Thomas Burberry Monogram motif, in honour of the Chinese Year of the Rat.
Players bounce Ratberry upwards between platforms, aiming to get as high as possible, collecting gold coins and catching Chinese lanterns along the way.
Burberry has also released Lunar New Year stickers on WeChat, featuring Ratberry and products from the dedicated Luna New Year capsule collection.
Burberry has seen a growing appetite for gaming among younger consumers, particularly in China. As interactive digital content is increasingly becoming a source of inspiration, Ratberry is another opportunity for consumers to connect with the Burberry community online.
Questions & Answers
Q.What is the purpose of the Ratberry game for Burberry?
What is the purpose of the Ratberry game for Burberry?
The game is part of Burberry's 2020 Lunar New Year campaign, aiming to connect consumers with the Burberry community online through interactive digital content.
Q.How does the Ratberry game relate to Burberry's previous digital initiatives?
How does the Ratberry game relate to Burberry's previous digital initiatives?
Ratberry builds on the success of B Bounce, Burberry's first online game launched last October, showing a continued focus on gaming engagement.
Q.What other digital content has Burberry released for the Lunar New Year campaign?
What other digital content has Burberry released for the Lunar New Year campaign?
Burberry has also released Lunar New Year stickers on WeChat, which feature the Ratberry character and items from their dedicated capsule collection.
Q.Which specific consumer group is Burberry targeting with this online game?
Which specific consumer group is Burberry targeting with this online game?
Burberry is targeting younger consumers, particularly in China, where they have observed a growing appetite for gaming.
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