212 Heroes Skate Game
- Brand
- Carolina Herrera
- Year
- 2021
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Feels Like
Objective
Carolina Herrera needed 212 Heroes: Forever Young to stand out in a crowded fragrance category, and to sell the scent through street-culture cred rather than a straightforward e-commerce push. The plan was to hold attention with the campaign long enough to move online sales, aiming the game at a younger audience being sold an "inner hero" rather than a bottle, and using the same experience to bridge the retail shelf and airport counter into the digital campaign via QR code.
Solution
The player enters from the campaign page or by scanning a QR code on the packaging or in store, picks a skateboard deck from several designs, and drops onto an empty, neon-lit New York street rendered in 3D. The board rolls forward on its own; using the arrow keys, the player jumps and ducks through oncoming traffic, road signs, construction barriers, spills, and open manholes, grabbing stickers, vinyl records, and boomboxes along the way for points, with skateboard icons acting as score multipliers. A health bar in the top left ticks down with every hit, and one collision ends the run. Reaching 212 points wins a small prize from the brand; the same session runs identically as an AR-style kiosk experience off an in-store iPad or a QR code at the display.
Results
The QR-code version of the game rolled out across 19 countries in North, Central, and South America between June and July 2021, and in its Cancún Airport placement alone ran on 105 digital screens across two terminals.
- 1
Players reach the game either from the 212 Heroes campaign page on the brand's site, via a "play now" button, or by scanning a QR code on the fragrance packaging or at a point of sale.
- 2
Before the run starts, the player picks a skateboard deck from several printed designs.
- 3
The chosen rider then rolls automatically down an empty 3D New York street in an endless runner; using the arrow keys, the player switches lanes, jumps over obstacles, and ducks under others.
- 4
Obstacles along the route include moving traffic, road signs, roadwork, street spills, and open manholes.
- 5
Players pick up stickers, vinyl records, and boomboxes scattered across the lanes for points, while skateboard icons act as boosters that multiply the running score.
- 6
A health bar in the top-left corner tracks the run; hitting an obstacle ends it in a game over.
- 7
The goal is to reach 212 points, the number from the fragrance line's name; players who hit it receive a small prize from the brand.
- 8
The same run is available offline at retail, played by scanning a QR code or on an iPad installed in-store.
