Ralph Lauren and CONTEN.T join forces to launch global cancer care campaign

Ralph Lauren has joined hand with CONTEN.T, an agency that specialises in digital experience, gamifications and web3, to launch a digital table tennis game across APAC.

Launched in 2000, Ralph Lauren’s Pink Pony campaign is a global initiative that aims to ensure quality treatment and to reduce the disparities in cancer care.

This year’s campaign is localised and centred around table tennis, also known as ‘Ping Pong’. According to the press release, people exercising, competing and bonding at parks and sports centres is one of the Asian culture. Therefore, “Ping Pong” is adapted digitally for them to enjoy, as well as to merge the love for sport, community and charity.

Throughout the APAC region, the localised table tennis game brings players together to interact, play and support from countries like Hong Kong, Taiwan, Japan, Korea, Singapore, Malaysia, Australia and China to connect through a familiar sport while raising awareness of cancer.

MARKETING-INTERACTIVE has reached out to Ralph Lauren for additional information.

Players can initiate the game by entering through a referral link or scanning the QR code using their mobile device. After that, they can take a pick from different paddles inspired by five Pink Pony designs and wing the table tennis paddle by swiping their finger in a timely manner. Players across the APAC region can engage, contribute and make their mark on a regional leaderboard from their smartphone device with every attempt.

Throughout this campaign, Ralph Lauren commits to donate to a local cancer foundation with every new submission. Furthermore, all proceeds from its Pink Pony collection will be donated in support of its fight against cancer.

Back in December 2021, Ralph Lauren enetred the metaverse by launching a ‘winter-escape’ themed experience with Roblox. According to Roblox, this was a first-of-its-kind holiday-themed experience that allowed fashion fans to explore the world of Ralph Lauren through the metaverse and built the company's commitment to digital innovation.

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