“Bolser was great from start to finish in helping us implement a worldwide digital program. They took the time to understand our goals and put together a solution that exceeded our expectations. Their responsiveness was top-notch and their digital knowledge exceeded other agencies we looked at. Overall, I was extremely impressed with Bolser.”

Bob Brennecke, Director of Marketing - Minecraft Consumer Products Retail Development


What we did

Created a super slick, engaging user experience

  • Our first step was to work closely with the Minecraft team to fully understand the user personas and their behaviour.
  • We then mapped out the customer journey in detail to ensure a seamless user experience.
  • Our solution featured hidden QR codes on the website and in Burberry flagship stores across the globe.
  • Scanning a QR code takes users to an interactive gamified experience to unlock and download 5 Burberry branded character creator skins. 
  • We designed the interactive ‘Treasure Chest’ gamification, to reflect the Minecraft game and enhance user engagement.

The results

A global success in the virtual world

  • Exclusive Burberry skins downloaded in over 90 countries.
  • USA, China and the UK were the top performing markets.
  • At launch the Azure hosting handled 50 download requests a second.

What's next?

Retail digitisation is set to revolutionise the physical retail industry over the next few years. Burberry are at the forefront of this trend with their commitment to bridging the gap between digital and physical and engaging with their audience in a virtual world. They are not the only ones, Lacoste and Uniqlo have also partnered with Minecraft while Gucci, Dior, and Louis Vuitton have collaborated with other giants of the gaming world.  It would seem that retail is evolving and that to succeed retailers will need to innovate and offer their customers the best of both worlds.