Miu-Vie Star Game
Open the game- Brand
- Miu Miu
- Year
- 2020
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Merci-Michel
- With
- Stink Studios
Objective
Coty and Miu Miu launched Twist Eau de Toilette fragrance with a campaign celebrating female empowerment and the strength of women. Starring actress Elle Fanning, the campaign aimed to position the fragrance as an expression of confidence and independence. The game was created to engage audiences and drive awareness for the fragrance launch.
Solution
Stink Studios developed an 8-bit pixel art adventure game that invited players to become a 'Miu-Vie Star' by navigating through backstage maze-like levels inspired by the campaign's live-action film. Players collected confidence-boosting Twist fragrance bottles while progressing through space-themed sets featuring characters and antagonists from the brand film. The game was optimized for mobile platforms and WeChat, with integrated e-commerce and retail activation tie-ins.
Results
The project earned FWA 'Site of the Day' recognition. Specific engagement metrics, download figures, or sales impact were not published in available sources.
