To celebrate the launch of Love Rush, Paris' 29th fragrance, Paris wanted to meet her fans IRL but also in a virtual world.
Love Rush is the fragrance Paris wore on her wedding day on 11.11.21. As part of her one year wedding anniversary/celebration in 2022, she wanted to introduce Love Rush to the world and metaverse.
Paris Hilton is the undeniable Queen of the Metaverse, she has always been a first mover, creating and setting trends and it was her vision to do the first ever fragrance signing in the metaverse in Paris World in Roblox.
The goals were to be the first ever fragrance signing in the metaverse, raise brand awareness of the new Love Rush fragrance and to create a fun, immersive and interaction experience for consideration and conversion.
We worked in partnership with Roblox and 1111 Media (Paris' media company).
CONSIDERATIONS
Bottle signing should not rely on Paris’ avatar as she may not be available for hours on end.
Solve: We created an NPC of Paris avatar to exist in the perfume shop 24/7 during the signing window
We had her live avatar go in at specific key times and push that messaging on socials
We wanted to make this event feel exclusive, we did not want to cause bottlenecking by having players sign one by one. The goal was to give out as many signed bottles as possible.
ACTIVATION LENGTH (6 days) 12/ 1-6, 2022, We want the activation length to feel exclusive and limited but give out as many bottles as possible. This length provides a good mix of weekend and week days.
USER JOURNEY
STEP 1: Player spawns into the world and is placed at the tunnel of love entrance.
STEP 2: TUNNEL OF LOVE SCAVENGER HUNT
Player is prompted to walk through "Tunnel of Love" that showcases Paris' wedding photos.
Player is challenged to find all ingredients along the tunnel to receive the bottle.
Player emerges with Paris' new perfume LOVE RUSH and receives a special badge for completion!
STEP 3: PARIS’S PERFUMERY
Upon exiting the tunnel, the player would be portaled into Paris ' perfume shop where they are greeted by NPC of Paris avatar (non playable character) in the perfume shop.
Player will be prompted to go up to Paris’ avatar and receive the signed perfume bottle.
STEP 4: RECEIVING THE SIGNED BOTTLE
When the player receives the limited edition bottle, this will unlock animated hearts above the player's head.
Player would automatically receive the limited edition bottle in their inventory and could be worn as an accessory across the Roblox platform.
The bottle will be recreated as a micro purse - perfume bottle shaped mini bag/purse
Player would immediately receive the signed perfume bottle which could be worn as an accessory on their avatar,
STEP 5: LOVE RUSH PHOTOBOOTH
Players will get automatically get portaled out of the perfume shop after receiving the item and spawned next to the LOVE RUSH photobooth where player could take their photo with co-branded backdrop including Paris’ avatar and overlay with #loverush hashtag.
Visits/Engagement:
