Cap and clothes brand New Era has partnered with UK app developer Somewhat to launch its first-ever mobile app.

The interactive New Era Cube app features six different areas, located graphically on the faces of a 3D cube. Among them are areas that emphasize both New Era’s products and the lifestyle features that appeal to its clientele including ‘game’ and ‘street style’. Users can also create their own designs and post their work onto Twitter and Facebook with ease.

The gamification aspect encourages engagement with New Era’s retail outlets and products. Other large companies have introduced gamification to their digital spaces this year, including Samsung, Visa and Ben & Jerry’s.

“Bringing New Era alive with digital innovation is a perfect match for New Era consumers and this is a major initiative for New Era becoming a leading digital-marketing brand,” New Era marketing director Matthew Griffiths says.

New Era is not alone in engaging its customers digitally and in its retail locations. TopShop developed an iPhone app in early August to integrate customers’ shopping experience with the company’s digital presence. The Red Ant-created app includes a product sharing feature and encourages in-store social media engagement while providing a unified hub for TopShops’ social media outlets.

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