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Role: Creative Director Platform: Web & Social
Type: Product Launch

 

As the biggest perfume launch in perfume history, Beyoncé knows one thing: When there’s Heat, you’ll Catch the Fever™. In the effort to create awareness to an already gargantuan fan-base, a digital program was created to help activate consumers on Facebook while featuring exclusive launch content on a newly created web presence. With a social equity of 3Million on the Beyoncé fan page, users were directed to use an app called the “Fever-Meter”, a trivia game that generated a series of Beyoncé Heat related questions, such as “What is Beyoncé’s favorite color”. When answered correctly, a thermometer shaped in the form of the bottle would

raise the temperature and let those around them know how truly “STEAMY” they are. After 30,000 fan acquisitions, users were led to a newly launched web site that featured a sultry homepage of candles that one can blow out with their computer microphone to unlock exclusive content and videos. Step into the fragrance room where you are welcomed to learn about the many tantalizing ingredients that make up the perfume. Or be lured into the lounge rom that reveals more photos, promotional products and photos from the Macy’s launch party.