品牌如何利用游戏来吸引千禧一代 | 潮流周报

通过游戏化，品牌为消费者提供的不仅仅是产品，还有真实的情感体验，并以有趣的方式呈现品牌故事。目的就是增加与用户的品牌互动，收集数据，并与品牌建立合作关系。

Through gamification, brands provide the consumers with more than just a product, they give a real emotional experience and present the brand story in a playful way. The goal is toincrease brand engagement with users, collect data, and create cooperation with the brand.

在中国这尤其重要，大多数的奢侈品消费者都非常得年轻，精通数字并且热衷于玩游戏机等街头游戏。根据波士顿咨询公司2018年的一份报告，48%的奢侈品买家年龄在30岁以下，但却贡献出了42%的消费额。

It is especially important in China, where most luxury buyers are very young, digital-savvy and keen to play arcades-type games. According to a report from Boston Consulting Group in 2018, 48 percent of luxury consumers are aged under 30 but contribute to 42 percent of luxury sales.

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魅可 x“王者荣耀”

M.A.C. x "Honor of Kings"

非常火爆的腾讯手机游戏“王者荣耀”（西方版本是“Arena of Valor”）和高端化妆品品牌M.A.C在今年早些时候发布了五款联名限量版唇膏，可在天猫商城，M.A.C网站以及微信小程序上进行购买。

The extremely popular Tencent mobile game“Honor of Kings”(Western version titled “Arena of Valor”) and high-end cosmetics brand M.A.C. released early this year, five co-branded limited-edition lipsticks that were available on Tmall, the M.A.C. website, and a WeChat mini-program.

品牌联名模式取得了巨大的成功。消费者在三个平台上共操作了超过14,000件预订单，并且所有五个唇膏在发布后24小时内在所有销售渠道中被销售一空。

The co-branding operation was an overwhelming success. Consumers placed over 14,000 pre-orders across the three platforms, and all five lipsticks sold out across all sales channels within 24 hours of the launch.

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美宝莲麻将套装

Maybelline Mahjong set

在2019中国新年之际，美国化妆品品牌美宝莲除了推出它的新年惹火系列唇膏之外，还创造了一套以定制多米诺骨牌和唇膏为特点的麻将套盒。这个创作在社交媒体上取得了成功，并在主要平台上被数百名博主转发。

On the occasion of the Chinese New Year 2019 and the launch of its new collection of lipstick "Red on Fire", the American cosmetics brand Maybelline created a set of mahjong featuring custom dominoes and lipsticks. This creation was a success on social media and was reposted by hundreds of bloggers on main platforms.

麻将在中国新年期间非常受欢迎，美宝莲表示游戏和化妆品是可以相容的。这个非凡的创作表明了这个品牌愿意接近当地消费者。

Mahjong being very popular during the Chinese New Year, Maybelline shows that game and cosmetics are not incompatible. A remarkable initiative showing the willingness of the brand to get closer to its local consumers.

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“美妆游戏”体验

"Beauty Game" experience

美是场游戏。它是玩乐的，有创造性的，独一无二的，打破规则，敢于做自己。通过“美妆游戏”概念，法尚设计创意公司在亚洲最大的美容行业展会——2019中国美容博览会上表达了对趣味美妆这一上升趋势的展望愿景。

Beauty is a game. It's about being fun, creative and unique, breaking the rules and daring to be yourself. That is the vision of the playful beauty rising trend that centdegrés agency wanted to embody through its concept of "Beauty Game" at the China Beauty Expo 2019, the largest Asian fair dedicated to the beauty sector.

这一概念将会议空间与由乒乓球桌、化妆师引领的互动体验空间所组成的游戏区相结合，形成了一个有很多参观者参与的沉浸式体验活动。

The concept combined meeting space with a game area consisting of ping-pong tables and interactive experiences led by makeup artists. An immersive experience that many visitors took part in.

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兰蔻北京限时美妆店

Lancôme Beijing pop-up store

2019年5月，兰蔻在北京准备了菁纯小姐快闪店。基于流行的街机游戏，快闪模式以现代和俏皮的方式成功地融合了美妆和游戏。

In May 2019, Lancôme opened the pop-up store L'Absolu Mademoiselle in Beijing. Based on the popular arcade games, the pop-up successfully mixes beauty and games in a modern and playful way.

其中最主要的一个特点是“抓娃娃机”趣味屏幕游戏，参与者通过控制粉色遥感和按钮，在游戏界面抓取小樱桃，然后可交换它们换取礼物。

One of the main feature is a “claw machine” screen game where visitors could virtually pick up cherry-like balls with the remote control and then exchange them for gifts.

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爱马仕 H-pitchhh 微信小游戏

Hermès H-pitchhh wechat mini-game

法国皮具品牌爱马仕在中国推出了一款名叫“H-pitchhh”的微信小游戏，这也是它的全球品牌战略“Let's Play”的一部分。这款游戏的灵感源自爱马仕与马术的根源，并以传统的马蹄铁投掷游戏为基本。玩家需要滑动手机来虚拟地投掷马蹄铁。

Part of its global branding strategy on the theme "Let's Play", French leather goods house Hermès launched in  China a wechat mini-game called "H-pitchhh". A game inspired by the brand's equestrian roots and based on the traditional horseshoe throwing game. Hermès allows players to virtually toss a horseshoe using a swipe with the mobile phone.

为了配合游戏，爱马仕还发布了一个电影宣传活动。

To accompany the game, Hermès also released a film campaign.

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娇兰 KissKiss 唇膏

Guerlain Kisskiss lipstick

法国化妆品品牌娇兰与日上免税店合作推出了一款受俄罗斯方块启发的微信游戏，用户可以不断通关提高级别来赢取KissKiss雾面唇膏。

In partnership with Sunrise Duty Free, the French cosmetics brand Guerlain launched aTetris-inspired WeChat game, where users can advance through multiple levels for a chance to win a KissKiss Matte lipstick. 

这款极其有诱惑力的游戏在推出后的10天内吸引了18,582次页面浏览量和10,000名玩家。

This highly addictive game attracted 18,582 page views and 10,000 players within 10 days of its launch.