Following the success of ‘The Language of Flowers’ Valentines Day promotional microsite for Penhaligon’s, the luxury perfume brand approached us to design and develop an interactive tool promoting four fragrances new to the Penhaligon’s Portrait Collection. The marketing tool would be used across mobile, tablet and desktop.
Our brief was to create a fun browsing experience based around the new Penhaligon’s Mansion that is part of the Portraits fragrance narrative. The experience should take approximately 2mins, be interactive, collect user email data, be fun and sharable.
Collaborating with Penhaligon’s Digital Marketing Manager Erin Crabtree, we designed, developed and wrote the gameplay for a concept that was based around a murder mystery game (where the user has to solve the mystery using clue cards). The user is presented with a mystery to be solved; the disappearance of the Penhaligon’s Times editor, William Truthsbury, with each of the suspects being the Penhaligon’s Portrait characters.
The main view of the microsite is the cross-section of the Penhaligon’s Mansion, inviting the user to click and interact with objects across six rooms to solve 4 Riddles- each resulting in a pop up murder mystery style clue card relating to the whereabouts of the missing character and his captor. The experience was developed using current web technologies, allowing us to zoom in and out of the cross section of the house and get a three-dimensional cut out effect. We animated multiple objects in each room, meaning if the user clicked on something and it wasn’t the answer to the riddle, the object still moved to keep the user entertained.
One of the main aims of the site was to collect user data by getting them to subscribe to Penhaligon’s mailing list. This was done through the use of two main incentives, with the option for the user to enter their details to receive promotional prizes.The first promotion comes with the first clue card – the incentive of winning the entire Penhaligon’s Portrait collection.
The last prompt to enter their details comes upon completing the game, with the chance to be entered into a prize draw to win a weekend away at the Penhaligon’s mansion as well as the Portrait collection. The use of two promotional entries optimised the chance of collecting user data in a quick and easy way.
Since going to post, there have been thousands of new mailing list subscribers and lots of great feedback on social media. We aim to develop the Mystery Mansion into an advent calendar type concept in the lead up to Christmas.