Karl Lagerfeld launches Pac-Man-inspired game, where top scores mean IRL prizes

Last year Gucci launched two games, both retro-inspired, and now Karl Lagerfeld is joining the gamification train with its equally nostalgic Maison Karl Lagerfeld game. Perhaps a no-brainer to promote the brand’s Pixel Collection, the HTML5 web game designed by digital creative agency Smack is basically Pac-Man for the fash-pack. Users play as Choupette, the late fashion designer’s pet cat (who has 274,000 followers on Instagram), trying to outrun a team of dogs (who replace the Pac-Man ghosts) to collect Karl Koins. The dog characters are individually programmed to actively chase players as they make their way through the game.

The game is online and in-store, and is the brand’s first interactive digital game, which links with real-life incentives. In a weekly prize draw, the top scoring players will be given a shopping spree at a Karl Lagerfeld store in the UK and Europe.

Styled on the brand’s headquarters at 21 Rue Saint Guillaume, the shape of the game’s maze is a nod to the architecture of the building, with the sign, fence and plants “artfully placed to reflect the ambience of its surroundings,” says Smack. Animations based on game segments have also been used as part of a campaign launching the new collection online and in stores.

“Fashion and beauty brands are increasingly looking to games and gamification as another way to engage fans and broaden their experience of the designs and styles they love,” says Smack’s creative director Lubna Keawpanna. Having worked with Ted Baker, Gucci and Molton Brown on digital projects and gaming-led campaigns, Keawpanna says they know that “consumers enjoy seeing their favourite brand in another context, and they want to be able to share something unique with their friends”.

Maison Karl Lagerfeld is available to play on desktop, tablet and mobile via Karl.com/maison, the brand’s Facebook and Instagram channels, and in-store until 13 March 2020.