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Undergarment brand Jockey in India taps into gamification marketing to promote product lineup

Bangalore, India – Global sportswear and underwear brand Jockey in India has stepped into the gamification marketing territory by launching a newsfeed smartapp game that aims to promote its versatile range of bras.

Made in collaboration with creative tech studio AliveNow, the app aims to create a space that consumers can proactively engage with and learn from the brand online. The app makes for a creative platform for the brand to meet its audience and to subtly create awareness about its different categories of bras – while demonstrating exactly what outfit each bra can perfectly be paired with.

For Karthik Yathindra, AVP for marketing and product management at Jockey India, said app game launch focuses on their JOCKEY Woman Knows Me campaign which focuses on increasing awareness about the versatile range of bras that the brand offers, as well as the campaign’s central thought #BrasAsVersatileAsIAm.

“We wanted to bring this [campaign] alive to consumers in an engaging and memorable way. In addition to many creative engagement pieces on social and digital platforms, we are leveraging gamification that is popular with our target group and helps them engage with the brand seamlessly,” Yathindra said.

The app also incentivizes players such as being on the top of the leaderboard, to stand a chance to be featured on the brand’s social media handles, driving repeat plays and higher brand recall.

“The game is fun and visually stimulating – both great factors when the brand’s objective is to create stickiness and increase awareness about its inner-wear line. Consumers can interact with all the bras from the range as they learn about the perfect outfit pairings – all while having a ton of fun,” Rushali Rastogi, senior account manager at AliveNow, commented.