Armani Beauty has made its debut in the metaverse by launching "Rewrite the Code" on Fortnite, inspired by the new Armani Code Parfum. Personified by British actor Regé-Jean Page, this avant-garde Armani Code fragrance is said to embody the essence of modern masculinity.
Players race through maze-like speed runs in the metaverse to collect the code numbers needed to unlock the Armani Code building, access the Armani Code Parfum bottle and use its magnetic power to rewrite the code. Each speed run is an immersive mini game, featuring a different ingredient drawn from the Armani Code Parfum olfactive composition.
The first speed run takes place in the middle of the day. Players run through the city’s streets making huge leaps and avoiding obstacles left in their way. After reaching the teleportal, players will be transported to a mysterious Souk. Here, they will have to search for the iris flower to unlock two code numbers.
The second speed run sees players navigating a maze-like, underwater structure. After making it to the teleportal, players will be transferred to a homely treehouse, surrounded by giant cedar wood trees. If players find the cedar wood plant, it will reveal another secret two-digit code, helping them on their quest to unlock the Armani Code building entrance.
To reach the end of the third speed run, players will need to traverse the city at night, leaping across rooftops and avoiding helicopters to reach the teleportal that will transport them to a rustic French cottage. In this provincial setting, players will need to find the sage ingredient to reveal the code numbers that will help them unlock the Armani Code building.
At the end of each speed run, players are given a two-number code. Once they have completed all the speed runs, players will then have to run backwards to the start of the speed run to return to the courtyard. There, they will enter the two-number codes. Once players have entered all three codes, they will be able to reset time to its correct, forwards-moving direction.
Additionally, Armani Beauty will also leverage influencer activation including local livestreams with gaming influencers as well as media amplification to promote its metaverse. The spokesperson told MARKETING-INTERACTIVE that the metaverse serves as an opportunity to reach and engage Gen Z audience in an authentic and unique way.
The new Armani Code Parfum is crafted as a statement bottle with a unique, rounded-square shape, the new Armani Code flacon is refillable, reflecting the brand’s commitment to sustainability.
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