Topshop is partnering with gamification firm SCVNGR on its new student campaign, making it the first brand outside of N. America to do so. From 5 September, Topshop’s student fans can play the bespoke SCVNGR game via an app on their smartphone, completing challenges and earning rewards and exclusive offers.

SCVNGR challenges players to check-in to places, snap photographs, or complete a challenge. As they do so, players earn points and start unlocking real-world rewards at over 12,000 locations. Anyone within a 500m radius of a Topshop store can play the Topshop SCVNGR game. Students just need to download the free SCVNGR app for iPhone and Android, tap ‘Places’ and search for ‘Topshop’, and they can start playing the fashion-themed challenges immediately. The game works on a points system; players choose the reward they want and then do the challenges needed to accumulate that number of points.

Topshop’s style challenges will include activities such as snapping a photo of your favourite ‘back to college’ outfit at Topshop, or telling SCVNGR which item you think most represents the brand’s trends. Rewards include a 20 per cent discount instore, and entry into a competition to win a £500 shopping spree.

To claim the rewards, students must take their iPhone or Android into store together with their student ID. Although any Topshop customer can play the challenges, only students can redeem the rewards and would need to show proof of their student status with a valid student ID card.

The campaign runs from 5 September until 23 November, in two phases, with different challenges and rewards in each phase. Phase one runs from 5 September – 5 October. Phase two runs from 6 October – 23 November.

Topshop says it prides itself on being the first on the British high street to use this kind of digital technology, noting that it was the first high street brand to live stream its own catwalk show, and those of the young NEWGEN designers it supports via topshop.com. Topshop was one of the first brands to launch its own blog, and the company says its Facebook and Twitter pages have the most followers of all its high street competitors.

Recent campaigns have included the use of QR codes and photo-sharing app Instagram, to enrich the customer’s instore experience, and bring their online and offline worlds closer together. Autumn 2011 will see the launch of a number of new initiatives, including a new iPhone and iPad app, a transactional mobile website, and the launch of Topshop Tumblr.

“We’re always looking for new and innovative ways to engage our customers,” says Topshop managing director, Mary Homer. “Following the popularity of SCVNGR in the US, we wanted to offer our student customers the ability to interact with our brand, on and offline in a more fun and engaging way.”