Ferragamo Persuades Consumers With Interactive Fashion Mystery
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Salvatore Ferragamo is encouraging the digital innovation process by entering the world of gaming. Titled “Enigma,” the digital game engages visitors to solve four enigmas, while exploring several locations in Milan serving as the set of the short movie that Luca Guadagnino filmed to present Salvatore Ferragamo’s spring collection. Luca Guadagnino is crucially acclaimed for his magnus opus Call me by your name.
Inspired by the short film, which in itself was inspired by Alfred Hitchcock’s movies, the game enables players to wear the shoes of a detective, looking for clues around the streets of Milan, which are rendered through sophisticated graphics.
Ferragamo is an Italian luxury goods company, with headquarters in Florence, Italy. It specializes in shoes, leather goods, Swiss-made timepieces, and ready-to-wear for men and women. The company licenses eyewear and watches. It is the parent company of the Ferragamo Group which employs about 4,000 persons and maintains a network of over 654 mono-brand stores, and it runs operations in Italy and worldwide.
On the facade of the website, the player is presented with three different maps. The only one that is unlocked is the blue map named after Parco dell’idroscalo in Milan. After clicking the map, a new page reads, “To solve any mystery, it is fundamental to know what you’re looking for. It is wise to gather hints and find out.” There is a start solving hyperlink below the statement that takes the user to a game.
The first puzzle is a memory matching game, where the user must match different Salvatore Ferragamo products with their exact pair. To do so, however, the user must remember where the products are located within the grid. Once the user has successfully completed the first puzzle, they are taken back to the home page with the three maps. The Parco map is crossed out.
Ferragamo has been known for its innovative designs and use of materials. Such innovation goes back to Salvatore's time in California when he studied anatomy to give rise to remarkable innovations as such the wedge heel, the shell-shaped sole, the invisible sandal, metal heels and soles, the 18-carat gold sandal, the sock-shoe, sculpture heels, and the gloved arch shoe created for the Maharani of Cooch Behar in 1938. The company flourished after World War II, expanding the workforce to 700 craftsmen producing 350 pairs of handmade shoes a day.
Whether in an effort to keep up with trends, or to meet the dynamic demands of young consumers, brands have been tapping into physical and digital gamification to create unique opportunities for engagement.
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