Launched in 2021
Discover Guerlain’s “Follow the Blackbee” campaign where we make use of an AR bee to bring interactivity to the retailtainment experience.
What is the Experience?
Given the rise of the experience economy and the growing importance of retailtainment, Guerlain wanted to create a game that would excite customers in a way like never before by using Web Augmented Reality (WebAR) technology and gamification.
Upon entering the first zone of the pop-up store, customers were first introduced to the natural identity of Abeille Royale by answering some multiple-choice questions. In the next zone, customers could participate in a texture visual choice activity to learn about the iconic texture of their Advanced Youth Watery Oil. Following that, customers could put their knowledge of the benefits of Abeille Royale products to the test with a memory game.
Additionally, customers could unleash their inner competitive spirit with the “flying bee” game where they were tasked to catch certain items while avoiding obstacles. To learn some tips on wellness, customers could participate in a gesture images order activity by rearranging the images in the accurate order. The final zone saw customers participate in a gauge filling activity to find out more about Guerlain’s dynamic Blackbee repair technology. By inviting customers to participate in a series of fun and interactive games, visitors got to learn more about the Guerlain’s brand history and the making of their products.
To elevate the retail experience through innovation and technology.
Upon scanning the QR code located at the Guerlain pop-up store, customers will be able to access the retailtainment game.
To start the game, customers will have to first find the Blackbee by using their devices to look around. Once users spot the Blackbee, they need to tap on their screens to catch it. Now, the customer is ready for this retailtainment experience.
To travel through the various touchpoints in the pop-up store, customers will have to scan a uniquely-designed bee sign in 3D to access zone-specific content. In each zone, customers are tasked to complete certain challenges to earn their golden bee. Once customers have earned all the golden bees from the various zones, they can redeem attractive prizes.
Looking for WebAR activations by scanning an image and
not another QR code via your mobile web browser? Want to create Instagram-like experiences such as gamification with facial movement recognition on web?
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