The challenge: To connect with the audience through a memorable, immersive experience
Halloween Perfumes
An international fragrance brand aimed at a young, avant-garde audience, renowned for its bold, urban and groundbreaking concepts.
Retail
The solution: A gamified VR rollercoaster set in a futuristic cyberpunk environment
At Innoarea, we design and develop an immersive virtual reality experience inspired by the profuturist aesthetic of the 1970s and cinema classics such as Blade Runner. Using state-of-the-art Oculus Rift headsets, we transport the user to the top of a neon-lit skyscraper in a cybercity, the starting point for a rollercoaster ride brimming with speed and visual and auditory dynamism.
The experience incorporates gamification mechanics in which the user must catch as many perfumes as possible whilst travelling through an interactive tunnel to accumulate points that can be exchanged for samples. Through the accelerated movement of the camera and sensory stimulation, the body is prompted to release endorphins, offering a unique adrenaline rush that connects directly with the fragrance.
Increased direct user participation during activation events
Average time spent per visitor at the promotional stand
Players who completed the VR challenge and requested their physical sample
- A futuristic setting with skyscrapers and neon lighting for a total immersion
- Real-time scoring and interaction system for collecting perfume bottles
- Tunnel design and camera movements optimised to create adrenaline rushes
- Optimised for VR glasses VR with greater brightness, clarity and vivid colours
Key findings
The virtual reality activation proved to be an extremely effective experiential marketing tool, achieving complete immersion that embedded the fragrance in the participants’ emotional memory. By combining the fast pace of the game with the immediate reward of physical samples, the brand not only increased visitor numbers but also generated a positive and enthusiastic attitude towards the product.
The project’s versatility enabled it to be rolled out in far-reaching strategic settings, such as the NASCAR Mexico event. In this high-speed environment, attendees enjoyed the VR game designed exclusively for the fragrance and were able to experience this new scent first-hand, consolidating the brand’s range alongside other milestones and strengthening the link between the real and digital worlds.
