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In Olay's "Duo" moisturiser and serum combine for better anti-ageing performance. (Well that's what the bullshit says). We dramatised this with a live social game: women team up with a friend so they can move their avatars to block rival shoppers from getting sale items in a 7 floor store. Fastest team to grab all 7 items and get to the top wins a jolly trip for two.
"E-tail" is neatly integrated - players can buy Duo for real at the cash registers on each floor, with every floor completed earning them a further discount.
Social gaming is huge in the target (30-50yo women) and this idea sailed to the top of the Olay's global decision-making monster, only to be derailed by Clarins releasing a similar product first. Doh!
