Gaming-chipped clothing range plans UK entrance

Online gaming and fashion are collaborating on an innovative range of clothing recently launched in the US – and likely to be launched in the UK this year.

All of the clothes in the Edoc Laundry range carry codes which when used correctly can allow computer gamers access to various sections of a complex online “alternate reality game” (ARG). A spokeswoman for the company confirmed it was seeking UK distributors.

ARGs are increasingly being used by marketers as ways to add to the brand experience and encourage consumer participation. A number of recent brand campaigns had clues hidden in press, poster and television ads, on websites, on voicemail systems and in text messages.

In 2004, 500,000 players logged on every week for updates to I Love Bees, an ARG promoting the Microsoft Xbox game Halo 2.

More recently, Audi ran a game about a stolen Audi A3 to promote the launch of the car in the US. Created by agency McKinney & Silver, more than 500,000 people visited the site,, during the three month-long campaign.

One of Edoc Laundry’s co-founders is Elan Lee of game creators 42 Entertainment, who has been heavily involved in the development of a number of major ARGs, including the I Love Bees campaign.

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