Gaming is ubiquitously blended in our daily lives and Karl Lagerfeld just knows this is the way to sustain coverage especially in the younger crowd. Earlier in December by joint forcing with Net-a-Porter, Karl has developed an apps to tease his upcoming collection which is launching on 25 January 2012. Through the game you have to upload your own photo and seek Karl's head logo to access exclusive site content. The incentive is GBP1,000 spending at Net-a-Porter, and Karl could get involved in the game drawing as much user generated content as they could. The campaign is leveraging the social media platform and the extensive global ownership of hand held computers. The result could be a substantial perception shift of the Karl being only a couture brand to gaining the younger crowd's attention and reception.