Burberry has launched a new online game called Ratberry, as part of its 2020 Lunar New Year campaign.
The game builds on the success of B Bounce, Burberry’s first online game launched in October 2019. In the new game, Ratberry is the central character in a world inspired by the limited-edition Thomas Burberry Monogram motif in honor of the Year of the Rat.
Players bounce Ratberry upwards between platforms, aiming to get as high as possible, collecting gold coins and catching Chinese lanterns along the way.
Burberry has also released Lunar New Year stickers on WeChat, featuring Ratberry and products from the dedicated Luna New Year capsule collection.
Burberry has seen a growing appetite for gaming among younger consumers, particularly in China. As interactive digital content is increasingly becoming a source of inspiration, Ratberry is another opportunity for consumers to connect with the Burberry community online.
The campaign stars brand ambassador Zhou Dongyu alongside models He Cong and Liang Jiyuan, and is captured by photographer Leslie Zhang.
The campaign highlights a collection in vivid red, featuring refined tailoring and sports-influenced pieces, as well as new iterations of Burberry’s iconic Union sneaker and Lola bag.
A limited-edition Thomas Burberry Monogram motif, inspired by the Chinese zodiac and animated with an original illustration in honor of the Year of the Rat, appears throughout.
The collection is available to purchase now in select stores globally.
