Gucci Mascara Hunt
Open the game- Brand
- Gucci
- Year
- 2020
- Objective
- Product launch
- Industry
- Fashion
- Platform
- Web
- Agency
- AQuest
- With
- Gucci
Objective
Gucci Beauty launched the Mascara l'Obscur product line in May 2020 and created a 3D browser game to drive product awareness and customer engagement. The campaign leveraged gamification to transform a static product launch into an interactive digital experience, encouraging players to explore the new mascara collection through engaging gameplay mechanics.
Solution
Gucci Mascara Hunt is a 3D web-based game combining bowling and mini-golf mechanics built with Three.js and WebGL. Players direct a ball to collect as many Mascara l'Obscur products as possible within time limits, earning points for mascara collection while losing points when hitting obstacles—pillows, dachshunds, ringing phones, and hands—all referencing the broader advertising campaign. The game was deployed across web (guccimascarahunt.gucci.com), iOS, and Android platforms, with promotion through Gucci Beauty's Instagram channel.
Results
The campaign won Awwwards Site of the Day on May 29, 2020, with a 7.62/10 overall score and 8.16/10 Creativity rating, and CSS Design Awards Website of the Day status.
