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Lacoste Superheroes
Coty
In November and December 2022, Lacoste Parfums launched an NFT campaign, Lacoste Superheroes, in the UK to promote its fragrance and provide Christmas gifts. The campaign included an experiential pop up event and sampling activity at Westfield London, where participants could register for Web3 wallets and receive interactive, animated NFTs. Participants could also unlock prizes by locating NFT drops on a virtual treasure hunt map.
- Territory United Kingdom
- Date November 2022
- Category Cosmetics/Personal Care
- Format Creative Solutions
- Objective Consumer Activation
- Agency Zenith UK
- 92,000 unique page visitors
- Attracted over 34k users
- 17k+ users received free Lacoste Perfume samples
- 23k+ users opted in to receive email marketing from Lacoste
- 34,762 wallet signups
- 20,004 prizes claimed
- 49% of players claimed their sample
- 3 minutes 23 seconds average engagement time
- 10,482 players signed up during the first 2-day launch weekend
“We are really excited to launch this experiential activation as part of our dynamic Lacoste Christmas campaign. At Coty we are always passionate to stretch the boundaries in terms of how digital capabilities and interaction can enhance our customer experiences. This is a superb example of how digitising OOH environments can truly bring to life the interests and passions of Gen Z.”
Susie Thompson
Media & Communications Senior Director, Coty UK
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