In support of Tom Ford Endless Summer launch in the EMA region, Hylink’s creative team came up with a digital engagement concept that adds more action to the paid media campaign. The HTML5 game was set in a mobile environment with the goal of enhancing brand awareness and product understanding. Leveraging existing Tom Ford video assets, the Hylink creative team pieced together an interactive game that enabled mobile users to create their own signature Tom Ford video. Users were directed to make a variety of finger gestures on screen to create their own signature Endless Summer video, which they could then share on social media and with friends.
This game was launched through Mafengwo and targeted travelers to the EMA region. UGC videos were uploaded and shared across CTC social platforms seamlessly.
They were prompted to use any combination of three gestures on screen to create their own Endless Summer video. Each gesture was associated with a different visual response, meant to represent the different aspects of the new Endless Summer collection. The combination of gestures determined how users could view their interactive video, creating a unique experience for each user.
Once the videos were made, users were then prompted to provide their signature to further personalize the video.
All interactive video experiences would end on an enticing visual of the entire Soleil collection positioned between the user’s signature and the iconic Tom Ford logo. Users could also share the final videos they created on social apps with their friends, creating free second-hand advertising for the Endless Summer Campaign.
This was followed by a link to an official pre-order site for the upcoming Endless Summer collection as well as a general campaign page with content providing users detailed information on the Tom Ford brand and its products.