Airship

Lacoste launches its first ever AR OOH activation with Superheroes campaign

Will Taylor

Lacoste has launched ‘Lacoste Superheroes’ a two-day experiential pop-up and sampling activity in Westfield London on 19th and 20th November.

The experiential pop-up will feature an AR element and a Lacoste Superhero photobooth, instantly spotlighting participants in real-time on the big screens located around Westfield London. When players sign up, they’ll automatically receive two NFTs alongside a virtual wallet. They can then launch the game in AR mode and gain access to a virtual map allowing them to scan the area to find a virtual prize box location.

By locating NFT drops on the virtual treasure hunt, participants unlock interactive AR experiences linked to prizes, including vouchers to Boots and The Perfume Shop, Lacoste sampling, gift packs, full size fragrances and more. NFTs will be available nation-wide, so everyone can join the treasure hunt and receive a Christmas gift from Lacoste.

The experience lasts through 4th December with a total of 120,000 NFTs up for collection through the AR game which is accessible via QR codes located on Ocean’s Digital Screens in key cities across the UK including Birmingham, Leeds, Liverpool and Newcastle.

Susie Thompson, Media & Communications Senior Director at Coty UKI said: “We are really excited to launch this experiential activation as part of this campaign to lean into the likes and interests of Gen Z. The interactive element is an entertaining touchpoint to get everyone involved and to bring Lacoste fragrance to the forefront of everyone’s mind when thinking about Christmas wish lists this holiday season.”