Taiwan – English luxury lifestyle brand Barbour has partnered with digital experience agency CONTEN.T to create its first-ever mobile game, aiming to engage Gen Z consumers as part of the brand’s 130th-anniversary celebrations.

With expertise in mobile-first strategies, CONTEN.T will help Barbour deepen its connection with younger audiences by delivering immersive and interactive experiences. This collaboration represents a pivotal move in Barbour’s efforts to engage the next generation of consumers.

Barbour’s new mobile game adopts a “match-and-win” format, where players must pair two matching stickers to earn points. Each sticker represents elements of the brand’s iconic heritage, offering users an interactive way to engage with Barbour’s century-old legacy.

Examples of stickers featured in Barbour’s game include a Cocker Spaniel, symbolizing their dogwear collection, and the Herd Groyne lighthouse, referencing the iconic red landmark in South Shields, where the brand was founded.

To boost engagement and excitement, the game will also feature a leaderboard that taps into players’ competitive spirit. The top three scorers are incentivized with a chance to win Barbour’s best-selling waxed jacket, encouraging repeat play and adding a rewarding challenge to the experience.

Barbour’s partnership with CONTEN.T sets the stage for the brand’s revitalization, aligning with its long-term strategy to engage digital natives through immersive experiences. In a world where traditional ads no longer resonate with tech-savvy consumers, this move allows Barbour to connect with a generation that craves interactive and meaningful digital content

The game was rolled out across five key regions in Asia: China, Japan, Hong Kong, Taiwan, and South Korea.

Singapore – Luxury fashion giant Calvin Klein has appointed brandtech company CONTEN.T to enrich its performance-driven digital engagements and deepen first-party insights across Asia via the company’s SUPERFAN platform.

SUPERFAN is CONTEN.T’s data-aggregation platform that funnels action data across multiple digital channels with AI predictions. 

This partnership comes as Calvin Klein APAC aims to revamp their consumer experience strategies, driven by the increasing emphasis on first-party data and insights in the data world. 

Calvin Klein APAC will leverage CONTEN.T’s consumer engagement tools, which drive performance enhancements and gather crucial insights, to improve their understanding of consumer behaviours and preferences across platforms. 

The strategic move accelerates Calvin Klein APAC’s digital transformation and enhances their connection with Gen-Zs and beyond, reinforcing Calvin Klein’s already strong market appeal in the region.

Jason Ang, founder and CEO of CONTEN.T, said, “This collaboration not only sets a new standard in data-driven fashion marketing but also highlights brands’ proactive approach to adapting to the evolving digital ecosystem; it’s a crucial time to put data to work.” 

He added, “By prioritising first-party data, Calvin Klein is positioning itself to not only meet but exceed the expectations of a discerning, digitally-savvy customer base. With CONTEN.T’s expertise and the SUPERFAN platform’s capabilities, Calvin Klein is poised to lead the charge in creating more personalised, engaging, and effective digital consumer experiences. This partnership is more than a strategic alignment; it’s a forward-thinking move that promises to shape the future of digital engagement in the fashion industry.”

Kuala Lumpur, Malaysia – Social media engagement agency Fotobox has announced its new immersive division ‘Conten.T’, short for content technology, to bring digital engagement offerings to retailers.

Conten.T will stride into immersive technology productions, which include augmented reality (AR), virtual reality (VR), mixed reality (MR), gamification, and mobile-based technology to help brands create experiences to reach consumers at home, especially relevant following the COVID-19 pandemic.

Fotobox’s Conten.T has expanded the brand portfolio it has worked with for immersive ad experience, including brands such as Korean beauty brand Mamonde, sportswear Adidas, Coach, Gucci, Calvin Klein, Ferragamo, Hendricks Gin, and Scotch whiskey brand Glenfiddich.

“Having predicted a growing trend in immersive technology even before COVID-19, the adoption of immersive exploration was accelerated by the shift of digital-centric consumers largely caused by the pandemic. The launch of Conten.T has proven to be a step in the right direction as industries are beginning to see the increasing need to craft their own experiences digitally,” said Jason Ang (pictured), founder, and managing director for Fotobox.

For instance, collaboration with Mamonde’s revolves around the creation of a virtual retail experience by allowing users to enter a hyper-realistic virtual environment just by scanning a QR code. Within it, one can explore featured rooms and learn about the brand’s products besides chancing upon surprises in a few corners for users to redeem prizes and free samples. By partnering with an e-commerce site, consumers have the option to add products to buy.

Hendricks Gin partnership with Conten.T for immersive experience.

“This is all experienced through mobile phones – no apps, no downloads – just scan a QR code and experience through your mobile browsers, and customers have access to this in the comfort from their home,” Ang commented.

With Adidas meanwhile, Conten.T’s latest work revolves around AR, which allows customers in Adidas’ largest brand center in Malaysia to experience the athletes on the move on an AR journey that leads one to the store at Pavilion Kuala Lumpur.

Sportswear brand Adidas’ immersive experience partnership with Conten.T

“It is an exciting time for brands to steer into digital experience – not just on the grounds of the shift in consumer behavior but also in reference to the accessibility to technology. Fotobox believes that when one door shuts on physical retail, another opens into a new digital world; one that can reach today’s tech savvy consumers in an impactful, emotional, and interactive way,” he added.

Fotobox’s presence expands beyond Malaysia, including Singapore, South Korea, and Hong Kong, with brands ranging from fashion retail, beauty and cosmetics, the fast-moving consumer goods (FMCG) and other consumer-based industries.

“Digital & Hybrid experiences are here to stay, we aim to become the technology partner every brand needs to venture into offline and online immersive engagements in SEA and APAC, as more and more younger, tech savvy consumers don’t want to be advertised to. They want to be part of the brand experience.” Ang concluded.