Beamin’ Up
View the case- Brand
- Urban Decay
- Year
- 2022
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- AR & VR
- Agency
- Tool
Objective
Urban Decay launched their first interactive AR game to drive engagement with the limited-edition Naked x Robin Eisenberg eyeshadow palette during the 2022 holiday season. The campaign aimed to create an immersive, artist-inspired experience that blended cosmetics packaging with digital play, extending the brand's reach beyond traditional point-of-sale.
Solution
Beamin' Up is a Web AR game accessible via QR codes on palette packaging, developed by Tool of North America and powered by 8th Wall's WebAR platform. Players aim and 'beam up' alien characters inspired by Robin Eisenberg's extraterrestrial illustrations, accumulating 'good vibes' points. As a reward, players generate a custom shareable graphic displaying their Good Vibe score, designed with Eisenberg's artwork, to share on social media. The game supported English and Spanish languages and was distributed across 13,000 Ulta locations, over 500 Sephora stores nationwide, and urbandecay.com starting September 29, 2022.
