Shoe retailer Office has launched its first social media game which aims to match shoppers with their ideal pair of shoes using a Tinder-style feature.
The Sole Mate game is aimed at building brand awareness for the retailer and engaging more directly with its shoppers in the run up to Christmas.
When visiting solemate.office.co.uk users are shown 10 images such as actor Ben Affleck, footballer David Beckham, leading TV series and animals, and are encouraged to swipe right for yes if their like them or no if they are not a fan, until ultimately they are matched with their ‘Shoe Love’.
The retailer told Drapers that so far 17,150 people have played the game and the feature has received 313 Twitter mentions and 5,000 email addresses have been captured.
Kathryn Kenny, head of social media and content at Office, said: “For our first ever social media-focused campaign, we wanted to cut through the competitor noise and create a fun and easy-to-use game to effectively engage our online and social audience.
“To date we’ve surpassed any expectations and the reaction has been extremely positive, referring to its user-friendly, humorous and contemporary link to current dating apps.”