Q-Jump
View the case- Brand
- Tommy Hilfiger
- Year
- 2023
- Objective
- Sales
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Somethingâ„¢
Objective
Tommy Hilfiger needed a way to grow membership in its loyalty program ahead of the Tommy Jeans x Aries drop, giving streetwear fans a reason to sign up beyond the clothes themselves. The brand wanted to replace the overnight queue outside the store with something that spoke the same 90s language as the collection, while still rewarding the people willing to show up for it with pre-sale access and a shot at the pieces.
Solution
Q-Jump opens straight into an 8-bit platformer: the player controls a pixel avatar dressed in the Tommy x Aries pieces, running and jumping across rooftops and vent ducts through a pixelated cityscape of branded posters, subway backdrops and street art. The goal is to out-run the literal queue below and grab as many coins as possible before reaching the store, with a hidden level tucked away for anyone who finds it, all set to an 8-bit hip-hop soundtrack. A run ends when the player reaches the store or runs out of road, dropping their coin count onto a leaderboard, with top scores getting shared on social. Signing into the Tommy membership program is what actually unlocks the pay-off — pre-sale access to the drop and a chance to win items from the collection.
Results
135,000 game sessions in the first two weeks, reaching 10 million people across Europe.
- 1
Loaded directly in the browser at a standalone Tommy Hilfiger domain — no install required, playable on desktop and mobile.
- 2
An intro frames the premise: instead of camping out overnight in a drop queue, the player can "jump the queue" by playing the game for a shot at the collection.
- 3
The player controls an avatar dressed in the Tommy Jeans x Aries collaboration, hacking its way through the queue toward the store.
- 4
The core loop is an endless-runner-style platformer: the avatar auto-advances and jumps across rooftops and air-vent ducts, moving level to level along the line, while the player collects coins along the way.
- 5
The backdrop is a pixel-art '90s street scene — branded posters, a subway in the background, street art, and folding queue chairs — scored by an original 8-bit hip-hop soundtrack.
- 6
8-bit renderings of the collection's actual pieces appear in the scenery, and a hidden secret level rewards longer, more attentive play.
- 7
Each run ends with a score based on coins collected, which ranks the player on a leaderboard; top scorers are later featured on social media.
- 8
The game's call to action is signing up for Tommy Hilfiger's regional membership program, which grants pre-sale access to the collection and a chance to win pieces without queuing.
- 9
The game was localized across English, German, and French versions on regional brand sites, so players in different markets encountered the same run.
