Mulberry signs up for Tmall Luxury Pavilion fashion game

Mulberry signs up for Tmall Luxury Pavilion fashion game

Alibaba Group’s Tmall Luxury Pavilion platform has launched a new mobile game featuring a character called noonoouri.

The virtual influencer travels to a new city each week, wearing some of the newest designs from a featured brand. Users score points for the likes of mixing and matching noonoouri’s outfits to reading her letters from the road and inviting friends to play along. The more points earned, the better their chance of winning the top rewards offered by the brand that week.

Mulberry is the first brand to collaborate with Tmall Luxury Pavilion on the game, with the avatar wearing dresses, handbags, pumps and accessories from the British luxury label’s latest collections. The most-engaged players will be able to win either Mulberry shopping vouchers, limited-edition canvas bags or the top prize – a new Iris bag.

“Luxury Pavilion has just celebrated its two-year anniversary, and we’ve created a lot of exciting moments with luxury brands, from ‘See Now, Buy Now‘ fashion shows and 3D virtual shops to co-branding campaigns and integrated VIP customer loyalty programmes,” says Lili Chen, General Manager at Tmall Luxury Pavilion.

“The most important thing is that we are enabling luxury brands to connect with customers via our insights. Moving forward, we believe the launch of this new interactive game will help build stronger bonds between the consumers and the brands on our platform,” she concludes.

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