Rituals at Easter 2023
Rituals wanted the atmosphere of Easter and its gift sets turned into an interactive game. De Quest naar de Paaseieren became a branded game across three worlds, and finishing it turned players into leads.
The challenge
Easter carries its own sense of joy and tradition, and Rituals wants its brand to fit naturally into that mood. Translating the atmosphere of Easter, together with the Rituals gift sets, into an interactive experience means honouring the classic egg hunt while still putting three specific product lines, Sakura, Mehr and Sport, in front of the player.
The concept
"De Quest naar de Paaseieren" sends players into three interactive worlds, each built around one product line. In every world, the mission is to find four hidden items from that gift set, along with the ultimate Easter egg. Finding all four items in one world unlocks the next two. Once every item across all three worlds has been found, players can subscribe to the newsletter for a chance to win one of the gift sets.
Making it work
A game built around storytelling does more than promote a product line, it gives an existing customer a reason to spend a few extra minutes with a brand they already know. For Rituals, that extra time translates into something concrete: qualified leads and a newsletter subscription, gathered not through a discount, but through play.
Results
Een game gebouwd rond storytelling doet meer dan een productlijn promoten, het geeft een bestaande klant een reden om een paar extra minuten door te brengen met een merk dat ze al kennen. Voor Rituals vertaalt die extra tijd zich naar iets concreets: kwalitatieve leads en een nieuwsbriefinschrijving, verzameld niet via een korting, maar via spel.
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