The two-day event promoted the brand's new fragrance line, including three separate stops and plenty of free merchandise for hunters to take home with them

Fashion house Michael Kors introduced an interactive treasure hunt to debut its new summer fragrance. The two-day event, which took place earlier this July, served as an interactive ad campaign for Wonderlust, complete with limited-edition prizes for the travelers who finished the trip. The hunt began at the Michael Kors store in Rockefeller Center, where shoppers picked up a treasure map and followed it around town to the three pop-up events and activations.

In the store itself, shoppers snapped photos at a pop-up photo booth. Keeping with the fragrance's beachy scent, hunters next traveled to a “shellphone” at the Rockefeller Center plaza. Finally, to familiarize shoppers with the new line and fully immerse them in the campaign, the Scent Bar offered scent samples and limited-edition, beach-ready merchandise like towels and totes branded with the Wonderlust logo.

The two-day event gave shoppers a reason to seek out the fragrance, plus a way for them to get their hands on the collection in a more meaningful way than picking up a bottle at a department store. And with giveaways and experiential activations, Michael Kors presented its customers with an innovative way to spend a day interacting with a beloved brand.

Michael Kors


Lead image: PRNewsfoto/Michael Kors

Fashion house Michael Kors introduced an interactive treasure hunt to debut its new summer fragrance. The two-day event, which took place earlier this July, served as an interactive ad campaign for Wonderlust, complete with limited-edition prizes for the travelers who finished the trip. The hunt began at the Michael Kors store in Rockefeller Center, where shoppers picked up a treasure map and followed it around town to the three pop-up events and activations.

In the store itself, shoppers snapped photos at a pop-up photo booth. Keeping with the fragrance's beachy scent, hunters next traveled to a “shellphone” at the Rockefeller Center plaza. Finally, to familiarize shoppers with the new line and fully immerse them in the campaign, the Scent Bar offered scent samples and limited-edition, beach-ready merchandise like towels and totes branded with the Wonderlust logo.