Cash-strapped students can compete to win a £500 shopping spree by completing challenges in return for points with the help of a new iPhone and Android app.
The project has been launched by a leading high street chain and is the first of its kind outside North America.
Topshop, part of the Arcadia group, has teamed up with the digital game innovator SCVNGR to launch their new student campaign.
Fans of the high street fashion brand can download the free app and complete fashion-themed challenges in return for rewards.
The game, which works on a points system, can be played by anyone in a 500m- radius of a Topshop store. Players choose the reward they want and then complete the challenges needed to accumulate the required number of points. Rewards include a 20 per cent discount in-store and entry into the £500 prize draw.
The challenges range from snapping a photo of your favourite 'back to college' outfit at Topshop or telling SCVNGR which item most represents the brand's trends.
Managing director of Topshop Mary Homer said: "We’re always looking for new and innovative ways to engage our customers. Following the popularity of SCVNGR in the United States we wanted to offer our student customers the ability to interact with our brand, on and off-line in a more fun and engaging way."
CEO of SCVNGR Seth Priebatsch added: "SCVNGR’s game engine enables Topshop to convey their image through custom scripted challenges whilst inviting consumers to browse its collections. We are thrilled to be launching with such an iconic company as our first challenges and rewards retail brand campaign outside of North America."