Phase 1: Put influencers in the game and let their fans play a custom style challenge
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Phase 2: Take them behind the scenes of New York Fashion Week
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Covet Fashion
Covet is a mobile game that lets fashion fans compete in "style challenges" and discover new clothes and trending designers. In order to expand Covet's audience, we went outside the world of gaming and into the territory of fashion on Instagram. We partnered with two Instagram fashion influencers in a campaign that put them into the game, created style challenges for their fans, and ultimately took their community on a trip behind the scenes of New York's Fashion Week.