Vega Awards Platinum Winner Winner

2023

Miffy World

Entrant Company

Holition Ltd

Category

Website & Mobile Sites - Best User Experience

Client's Name

Tommy Hilfiger

Country / Region

United Kingdom

Miffy World is a gamified mobile experience that combines the audiences of Tommy Hilfiger and Miffy©, offering unique ways to engage with the brand: in-store, virtually, and in-city across three European cities. This collaboration aimed to generate widespread awareness for the TOMMY X MIFFY collection.

The mobile app grants users exclusive early access to products, creating a distinctive shopping experience for members of Tommy Hilfiger's exclusive membership program.

In-Store

In the in-store experience, users are encouraged to explore the collection by locating Miffy using QR codes and markers throughout the store. Participants can log in or sign up as members to purchase products with early access and have a chance to win limited-edition merchandise.

In-City

To extend the reach of the TOMMY X MIFFY collaboration, Holition also designed a gamified in-city experience across Europe. Each city offers a unique map with hidden surprises, encouraging users to discover Miffy World and gain members-only early access to the collection. Participants also have an opportunity to win personalised items from the collaboration.

Online

The virtual Miffy World experience also aimed to make online shopping more interactive and enjoyable. Users can access the Miffy World app, where they can engage in a treasure hunt through augmented reality, searching for Miffy and uncovering missing treasures. This engaging mini-game serves as a precursor to accessing the collection on the e-commerce platform.

A World of Play

Miffy World is another leap towards reimagining the retail experience. By immersing the new Tommy Hilfiger audience through gamification, Miffy World creates multiple opportunities for co-creation, play and the exploration of cities in exciting and unexpected ways - by drawing and engaging users in both the physical and virtual worlds, and giving members exclusive and first-hand access to winning a personalised TOMMY X MIFFY jacket from the limited collection.

© Mercis bv are the worldwide rights owner of Miffy.

This entry was submitted by Holition Ltd. in partnership with Tommy Hilfiger.

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