Hollister, a global teen apparel brand owned by Abercrombie & Fitch, is ranked one of the top five clothing brands among teens according to Piper Jaffray. With hundreds of retail locations around the world in eighty countries, Hollister is known for inspiring an endless summer and creating standout experiences for its highly engaged consumer base.
Activision has revitalized and maintained fandom around its classic character Crash Bandicoot throughout the years, releasing updated versions of his iconic games to draw in a new generation of gamers. And it just so happened they were launching the latest Crash Bandicoot game, Crash Team Racing: Nitro-Fueled in June 2019.
To celebrate the launch of the game and the ‘First Day of Summer,’ we took over one hundred Hollister locations in North America with Crash Team Racing: Nitro-Fueled promotional materials, exclusive offers, and video content featuring Crash Bandicoot and his friends. Consumers who spent $100 online or at participating Hollister stores also received Crash Team Racing: Nitro-Fueled for free. Adding this incentive to do your summer shopping at Hollister increased store traffic and time spent across all locations.
Three prominent stores in Los Angeles, Chicago, and New York City hosted co-branded events, giving shoppers a chance to play the game in-store and purchase exclusive Hollister x Crash Team Racing apparel. The apparel was a collaborative design between Activision and Hollister to integrate graphic elements that would resonate most with teens. They were an immediate hit – selling out 10x faster than a typical Hollister drop. The LA event also included influencer meet-and-greets, photo booths with character masks and other elements from the game, Crash-themed giveaways, and more.
Bringing together Activision and Hollister marked a lot of firsts for both brands. It meant we could leverage each of their strengths for a truly integrated promotion with full 360 marketing across web, CRM, digital, social, and PR. For Hollister, this was a major proving point to demonstrate the value of gaming partnerships and the opportunity to activate at scale.