Play Your Power
- Brand
- NARS
- Year
- 2022
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Makemepulse
Objective
NARS was launching its new Powermatte lipstick range and wanted an introduction bigger than a standard beauty ad — a way to reach the growing community of female gamers, marking the brand's first move into gaming. The push had to land at once across NARS's US, European, Asian and Middle East markets, tied into local in-store and Twitch activity in each region.
Solution
The player opens a single link and lands straight in Powermatte-ropolis, a neon city built from lipstick-shaped skyscrapers. She picks one of three riders — Dragon Girl, Too Hot To Hold or American Woman, each named for a Powermatte shade and armed with her own superpower — then steers that rider through an endless motorbike run across the city, dodging obstacles to keep the score climbing. When the run ends, her score is checked against the Power Players List, and a high enough result opens a short sign-up form to claim her spot on the leaderboard.
Results
87% of players who reached the leaderboard threshold went on to submit their details in the sign-up form.
- 1
The player opens "Play Your Power" in a browser at playyourpower.narscosmetics.com — a standalone campaign site separate from the NARS store, requiring no download.
- 2
The game drops the player into Powermatte-ropolis, a neon futuristic city rendered in real-time 3D whose skyline is built from lipstick-shaped buildings.
- 3
The player picks one of three characters, each named after a Powermatte lipstick shade — Dragon Girl, Too Hot To Hold or American Woman — and each carrying her own superpower tied to that shade.
- 4
The core loop is an endless-runner motorbike ride: the player steers the chosen character through the streets of Powermatte-ropolis at speed.
- 5
Each ride accumulates a score, and the player's goal is to post the highest score she can in a single run.
- 6
Scores feed the "Power Players List," the campaign's leaderboard, which the player is racing to climb.
- 7
Once she's scored well enough to place, the player is prompted to fill out a sign-up form to claim her spot on the leaderboard.
