Harrods taps the mobile-gaming addiction

This event report discusses how Harrods, the iconic department store in London, is using gamification to engage consumers.

Harrods taps the mobile-gaming addiction

Stephen WhitesideWarc

Candy Crush Saga is a mobile-gaming phenomenon, with more than 500 million downloads since its launch in 2012.

One unlikely fan of the fiendishly addictive game – where players must match at least three pieces of candy on a grid by swapping adjacent jelly beans, lozenges, lemon drops, chiclets, and lollipops – is Harrods, the London-based department store famed for selling items at the very pinnacle of style, luxury and sophistication.

Glossy print ads and aspirational TV spots have long featured in Harrods' marketing strategy. But, in September 2014, when it opened...

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