Live brand experience: Multiplatform treasure hunt from Bourjois cosmetics

Bourjois cosmetics is launching a live brand experience, which involves dedicated followers of fashion scouring London for a model made up with its products.

The treasure hunt, which has been named Spot the Belle, will take place throughout London Fashion Week and have elements of a computer game created by SlingShot, known for its immersive game experiences.

Simon Johnson, director of SlingShot, said: "The current generation of consumers has grown up with games as pretty sophisticated products. Game thinking has found its way in to many corners of our lives and they are seen as a cool way of integrating ideas and products into the mainstream."

With GPS tracking on the model, those in pursuit of her will be able to use their smartphones and Facebook accounts to get clues in order to track her down.

Once found, the model will point the seekers in the direction of the Bourjois boutique store in order to claim their freebies.

This is an effective use of product sampling attached to the idea of challenge and winning, which gives it added excitement.

Tying the event to London Fashion Week is a great idea, as the type of customer they are interested in attracting will already be experiencing a buzz around the capital.

The innovative use of gaming also adds an extra element of interest to the live brand experience, which is due to kick off on February 17th.

Mr Johnson said: "It’s exciting to us that brands are catching on to the value of play, and it means we are now able to bring playful mechanics into campaigns for clients, resulting in fun games like Spot the Belle."

SlingShot created the 2.8 Hours Later game, which saw four thousand people taking part in Leeds, Bristol and London last year.

Bourjois began in 1863 when Joseph-Albert Ponsin started making greasepaint and perfumes for actors and was made into an international brand after it was taken over by Alexandre-Napoleon Bourjois in 1868.