Benefit CosmeticsShow me the video
Working alongside our friends at Because Experiential Marketing we were tasked by Benefit Cosmetics to showcase their new “They’re Real! Magnet Mascara”. This new product is powered by an innovative magnetic formula that draws out lashes to extreme lengths, making them look up to 40% longer, and lifts lashes to extreme lengths for up to 36 hours.
To showcase such an innovative product, they wanted an innovative idea. vAtoms (Virtual Atoms) combined with Augmented Reality technology, were employed to created a gamified, covid-safe, play-at-home experience that rewarded fans in an engaging, immersive way. The experience delivered prizes direct to the consumer, ranging from free Benefit products, to an exclusive bundle of goodies and 1:1 consultation with a beauty expert. Every gameplay delivered a 20% discount redeemable through the Benefit online store, which underlined the ambition of the campaign i.e. driving footfall to their online store.
Collecting the Magnet unlocked a helpful mascara tutorial video, and collecting the Mascara provided the user a spin to win, random chance game.
Will it be "Winner Winner Chicken Dinner" or more "Tough Taters, See You Laters" ??
There are 5 top prizes of a 1-2-1 consultation with specific beauty bloggers/influencers. The vAtom redemption here was a unique code sent via Instagram to claim.
Easy peasy lemon squeezey !
During 2 week campaign
41% of those visitors signed up to play