British department store, Harrods, is trialling gamification as part of its latest campaign.

Promoting its new luxury shoe concession, Harrods Shoes Heaven, the retailer has launched an interactive mobile app, Stiletto Wars.

The heel themed app is accessible in this month’s issue of Harrods’ magazine application, which first launched in 2012, as well as in a window display at the retailer’s London store. 

The game aims to promote the new shoe space in an interactive and entertaining way, while also engaging with customers through their mobile and tablet devices.

Stiletto Wars challenges users to form as many rows of three of designer shoes against a timer. Users are then able to submit their scores to go in the draw to win prizes including a £500 Harrods Gift Card and a Harrods VIP shopping experience.

“Creating a game was the next logical step for the Harrods Magazine app,” Deborah Bee, director of creative marketing, Harrods, said. 

“Gaming is such an intrinsic part of our culture – it is the number one activity on mobiles in terms of time spent, dwarfing even Facebook. Interactivity is a key part of today’s magazine world, bringing the printed issue to life with videos, games, and interactive features.

“Stiletto Wars is simply good fun, delivering an addictive gaming experience through heavenly shoes, and users have the chance to win their dream pair of heels from Shoe Heaven for just playing and submitting their score.”