Kiehl’s O2O Campaign: Kiehl’s Ultra Challenge
To arouse the public awareness towards Kiehl’s Ultra Facial Deep Moisture Balm which is able to help skin resist extreme cold and dry weather in polar region, to drive traffic from online to offline, and to provide customers with new and unique experience, Pixo Punch was appointed to create an O2O campaign.
Two professional skiers, Cody Townsend and Elyse Saugstad, are invited by Kiehl’s to prove the powerful moisturizing effect of Ultra Facial Deep Moisture Balm. To stick with the concept and the unique product features, we engage the public in “skiing” by creating a interactive mock- skiing game. Users play the role as a skier and understand the benefits of using Ultra Facial Deep Moisture Balm in cold and dry weather.
A responsive campaign site is built and 3 digital skiing game installations are set in stores. Users are required to submit an online form to get a unique code. They are then invited to visit designated stores to play the skiiing game. To interact with the installation, users simply enter their code on the game screen and their mobile device will turn into a remote control. By moving the mobile device, players can control the skier in the game to collect Kiehl’s Ultra Facial Deep Moisture Balm and to avoid obstacles.
To thank users for participation, prize is given after the skiing game. Game results can be shared on facebook to challenge their friends and to attract more participation.
In just 2 week,11,000+ online registrations and 3,100+ in-store participants are recorded.