The digital space allows users to digitally interact with non-playable characters such as Donatella Versace, who gives visitors a rundown of exclusive merchandise deals. Each brand partner will be using this experience to interact with consumers, with eBay encouraging attendees to spot clues on the convention floor to access sneaker giveaways via the retailer’s app. Over 60 brands ranging from fashion to food will be releasing limited-edition exclusive goods for convention goers.
Offering a digital alternative to the annual Complex Con, the activation aims to create ‘a much more active environment for the consumer’, explains Edgar Hernandez, chief revenue officer at Complex. 'Its about creating movement and activity and gamification,' he adds.
With this in mind, retailers are rethinking interactive shopping concepts as social networks and gaming environments continue to evolve as e-commerce platforms.