Estee Lauder launches its first gaming expertise, ANRcade
Estee Lauder launches its new Advanced Night Repair Synchronized Multi-Recovery Complex with the latest gaming experience
Every other brand is creating a game campaign, but it's still uncommon for a skin care brand to do so, especially one from the "establishment" of skin care brands. Estee Lauder.
Estee Lauder's gaming experience, ANRcade, was created by the interactive production company Paris, Makemepulsto launch the new Advanced Night Repair Synchronized Multi-Recovery Complex. "Players" learn about the benefits of the new serum in a series of four games. Every game includes essentials like sound design, power ups and bonuses. Players will have the opportunity to learn more about the Serum Perks at the end of each game as well as through the central hub.
The ANRcade begins with a virtual tour of the legendary Advanced Night Repair product history, which begins in 1982 with the launch of the first night serum, Night Repair. Each successive iteration of product is represented with a style change from each decade, from neon to low-resolution pixels to augmented reality.
"With the very first Estée Lauder ANRcade, we're offering our consumers an exciting opportunity to learn more about our # 1 serum through gamification in a mobile-first approach on a global scale," said Jon Roman Estée Lauder, senior vice president, global consumer marketing and online. "By using innovative forms of technology like this virtual gaming experience, we can build strong connections with our consumers while providing them with fun to share with friends."
"Esteé Lauder challenged us to combine world-class virtual gaming technology and innovative skin care science to create a unique virtual and immersive world for advanced night repairs," added Nicolas Rajabaly, chief creative officer and co-founder of makemepulse. “It rarely happens that a project comes about that allows us to combine so many interesting web technologies into a single experience and create a series of games that can be standardized. It was a creative and technical dream. "
