What’s more enticing then when a brand invites you to actively participate in their campaign. Essentially your movements are driving the campaign to flourish, yielding excitement and anticipation as the next move unfolds. This was the case with Lancome’s newest fragrance launch, Idôle Peach N’ Roses.
Instead of a one way message about the perfume, they created a scavenger hunt campaign, turning New York City and Miami into a playground of discovery. This is where participation marketing came in! Not only were participants discovering what the new scent was going to be like, they became part of an experience with Lancome that invited curiosity, choice and action. Turning the launch into an actionable adventure not just a scroll through.
The campaign ran from January 19th to February 1st where postings about Lancome’s newest launch vividly appeared. And beauty enthusiasts were able to find, scan and engaged with the post for the chance to uncover a sample and possibly win a full signed bottle signed by Olivia Rodrigo. Suddenly the city itself became part of the campaign as streets turned into stages, and posters with the QR code became gateways into excitement.
Participation, imagining winning, and even possibly uncovering a sample is a tangible win. Feeling excited while smelling a new scent of possiblity anchors memory and fun experiences; heightening momentum and creating the type of buzz that unlocks beautiful moments. Social sharing is taken to a new level, because it becomes associated with actually being there and participating in the moment.
When people are part of the launch story, it becomes engaging, actionable, and a step and repeat you want to do again because it was fun. Reminiscing about the scent of joy, such a sweet takeaway!
Image Source: Images Provided By Lancome