Memorable Brand Experiences.
YSL Beauty set out to launch its Love Game campaign with an immersive pop-up in Sydney CBD, managed by our friends at PIM Group. The experience needed to spotlight Loveshine Lip Oil Gloss as the hero product, while driving high engagement across both a PR event and large-scale consumer sessions. The goal was to create something interactive, memorable, and worthy of social sharing that would resonate with a beauty-savvy audience.
We introduced an interactive game experience at the heart of the pop-up, designed to turn product discovery into play. Guests didn’t just browse, they competed. The game created a natural reason to engage, drawing people in and keeping them there longer.
Across the activation, we saw 1,363 total plays, with peak engagement hitting 665 plays in a single day. The most active window was between 10 am and 1 pm, showing strong daytime pull and consistent foot traffic.
Scores ranged widely, with a high of 163 and an average of 67, creating a competitive dynamic that encouraged repeat attempts and social sharing.
This worked because it gave the campaign energy. Instead of a passive experience, guests became active participants. More time spent, more interaction with the product, and more moments worth capturing and sharing.
.png)
.jpeg)
