Fashion clothing chain H&M has partnered with iPhone app developer Booyah to promote its “The Blues” line of denim garments in Booyah’s location-based social game MyTown. The promotion allows MyTown players to unlock rewards and earn points in the game whenever they’re near a real-world H&M location. Players that “check in” to the store whenever an H&M clothing item appears in the game will receive discounts towards actual H&M merchandise.

The campaign is designed to generate awareness of H&M and encourage MyTown players to visit the nearest H&M store to unlock virtual clothing items from the “Blue” collection.

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“MyTown takes our marketing efforts a step further through new and unique technologies and avenues today’s consumer is engaging at skyrocketing rates,” said Steve Lubomski, H&M’s Marketing Director for North America, in a prepared statement. “Not only is this effort fresh and cutting-edge, but it reaches an elusive sub-set of our target group, a highly-engaged urban audience that are in and around our stores across the country.”

Booyah is just one of several developers who are experimenting with the emerging trend of location-based games – made possible by the “always connected” nature of mobile devices like the iPhone. MyTown recently surpassed 1 million registered users and is growing at a rate of more than 100,000 per week.

“H&M further demonstrates the compelling opportunities for marketers in the location-based app space by bringing together elements of the real world and digital world,” said Keith Lee, CEO of Booyah. “The Blues campaign is the exact type of effort and brand engagement we envisioned for users of MyTown.”

H&M’s The Blues campaign on MyTown runs through March 11.MyTown is only accessible to U.S.-based players.