Miffy World

Miffy World is a gamified experience that invites the audiences of Tommy Hilfiger and Miffy© to explore and experience the brand in three scenarios: in-store, virtually, and in-city through an out-of-home experience. The European activation aimed to generate reach and awareness at scale for the TOMMY X MIFFY collaboration.
The app allows users to gain early access to products, is a unique experience for Tommy Hilfiger's exclusive membership program, while creating a gamified shopping experience.
In-Store
The Miffy World in-store experience invites users to find Miffy through unique Qr codes and markers around the store to learn more about the collection.
To reward shoppers, users can log in or sign up as a member and purchase the products with early access and win limited-edition merchandise from the collection.
In-City: Find Miffy’s in your city!
To expand the reach of TOMMY X MIFFY, Holition also created a gamified in-city experience, inviting users to explore the world of Miffy in three European cities.
The gamified experience includes a unique map in every city, with hidden surprises to encourage users to explore Miffy World and get members-only early access to the collection and a chance to take home a personalised item.
Virtual
Tommy Hilfiger puts play into the hands of its audience, making online shopping more engaging. To excite the e-commerce shopper with an engaging mini-game ahead of access to the collection, users can access the Miffy World app and participate in the treasure hunt by finding Miffy through AR and missing treasures through the online experience.
A World of Play
Miffy World is another leap towards reimagining the retail experience. By immersing the new Tommy Hilfiger audience through gamification, Miffy World creates multiple opportunities for co-creation, play and the exploration of cities in exciting and unexpected ways - by drawing and engaging users in both the physical and virtual worlds, and giving members exclusive and first-hand access to winning a personalised TOMMY X MIFFY jacket from the limited collection.
© Mercis bv are the worldwide rights owner of Miffy.