H&M Reintroduces its ‘H vs M’ Gaming Campaign with Minute Media and Zenith

H&M is pleased to announce that it is continuing its venture into the gaming space with a bigger and better ‘H vs M’ campaign, in partnership with Minute Media and Zenith.

In order to reach the multi-dimensional menswear customer for whom fashion is not necessarily a sole point of focus, H&M is reintroducing its ‘H vs M’ campaign, in which two gaming influencers, Harry and Manny, compete against one another in a head-to-head gaming showdown. The purpose of the campaign is to engage with the 18-34 year old male customer group in an authentic and engaging way by adding value to the viewer’s experience, whilst integrating the H&M brand in a natural and playful way.

Two of the best-known gaming professionals, Hashtag Harry (383k YouTube subscribers) and Manny (1.5m YouTube subscribers), both of whom will be dressed in the H&M Men’s Autumn collection, will be competing on the newly released FIFA 20. The loser of each round will be faced with spinning the ‘Wheel of Forfeit’, which includes punishments that tie into the H vs M theme, such as ‘horrifying snake’, ‘message from your phone’ and ‘hair removal’. The resulting content will be live on DBLTAP, 90min, YouTube and the influencers’ own social channels from Friday 27th September.

H&M first tested this format in partnership with Minute Media earlier this year to mark the launch of the retailer’s spring men’s fashion collection. The result was an unprecedented 100% positive sentiment across all platforms, confirming that this was the correct direction for the brand.

Lisa Hill, head of marketing for H&M UK & IE said: “We’re really excited to be the first fashion retailer to be playing in the gaming space in this way. This customer group is notoriously difficult to reach, but we’ve found that using an unexpected platform to reach this audience via something that they feel truly passionate about has made all the difference. This time the competition will be fiercer and the forfeits more outrageous, which we hope will drive engagement even further than before.”

The H&M Autumn Men’s collection will be available to purchase in store and on hm.com from 26th September.