Lacoste launched a special campaign, Lacoste Superheroes, a two-day experiential pop-up at Westfield London that was intended to ‘cut through the Christmas fragrance noise’. The in-person campaign featured an AR element and a photo booth that instantly spotlights participants in real-time on big screens located around Westfield London.

When players signed up, they would receive two digital gifts and a virtual wallet in which they can then launch an AR game and gain access to a virtual map allowing them to scan the area to find a virtual prize box location.

In locating gifts during the virtual treasure hunt, participants could unlock an interactive AR experience linked to prizes, including vouchers to Boots and The Perfume Shop, Lacoste sampling, gift packs and full sized fragrances.

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