Lacoste Using NFTs And Augmented Reality For Christmas Treasure Hunt In The UK

The campaign activation, which targets Gen Z, is called “Lacoste Superheroes” and features a Lacoste Superhero photo booth that captures participants and showcases them in real-time on the large screens throughout the Westfield Shopping Centre.

People can also register to participate in an immersive treasure hunt experience. When players register, they are immediately granted two NFTs and a virtual wallet to hold them. They can then launch the game in AR mode and access a virtual map that enables them to scan QR codes and search the area for virtual prize boxes.

As participants locate NFT drops during the virtual treasure hunt, they unlock AR experiences tied to various rewards, such as vouchers for Boots UK and The Perfume Shop (both in the Westfield Shopping Centre), samples from Lacoste, gift packs, full-sized fragrances, and more. There are 120,000 NFTs to be found and the experience continues until December 4th.

“The lead-up to Christmas is a busy time for fragrance campaigns, so we wanted to bring the Lacoste Superhero concept to life and differentiate ourselves from other fragrances by giving an experience back to our consumers and having a bit of fun which reflects our audiences’ behaviors in the merging of digital and real-life experiences,” said Katie Morrison, Planning Account Director at Zenith UK, who led the media planning and buying.

By offering an immersive experience and incorporating gamification, Lacoste has a unique opportunity to engage with a new generation of consumers in both the digital and real worlds.