Anna Hecker, Creative Director

Mark cosmetics (a division of Avon) needed an immersive online experience to launch their new beauty and fashion collaboration with celebrated Brazilian handbag designer Carlos Falchi. I led the creative team in developing an online scavenger hunt that guides visitors through Rio: at each location they can answer a question to add items from the collection to their virtual suitcase. Hints are scattered around the web, from product pages to the brand’s Twitter feed.

Because no third-party media drove to the site, we used Facebook Connect to automatically update newsfeeds when fans answered certain questions correctly, creating strong viral marketing that helped us far surpass projected site visitation and engagement metrics.