Ahead of Valentine's Day this year, GAME UK put out a limited edition set of his and hers underwear and marketed it quite cleverly. GAME conducted a survey and found that 23% of gamers planned to sneak in time for a "console quickie," or a session of their favorite video game on Feburary 14th.
For a limited time, GAME offered its "pheromone-infused" underwear for guys and girls in its shop, hoping to spark some romance on the holiday. GAME's marketing director Ailsa McKnight describes that "We understand and share our customers’ passion and commitment for gaming but we want to do our bit for harmony on February 14th." Even if the geeky underwear sets aren't really infused with pheromones, they will probably work wonders on their own.
GAME is known for its sense of humor when it comes to the holidays, especially since it launched the equally funny 'Christmas Tinner' last year.
Key Themes Behind This Trend
- Gamer Couples Underwear
- The increasing popularity of gaming culture opens up an opportunity for developing themed intimate apparel.
- Holiday Marketing
- Humorous marketing spin-offs during special occasions can boost sales and create buzz.
- Pheromone-infused Products
- The concept of pheromone-infused products - even if not scientifically proven - piques consumer interest and generates hype.
Where This Applies
- Fashion
- Collaboration with gaming culture can introduce new designs into the fashion industry.
- Gaming
- The gaming industry can develop more merchandise and holiday-themed products to diversify existing offerings.
- Marketing
- Marketing agencies can take advantage of the trend of humor-based holiday marketing and develop creative campaigns to boost sales and increase brand awareness.
