The popular cosmetic brand, Nars, decided to take a literal approach when creating a “breakthrough event” to promote the launch of a new collection in collaboration with designer Christopher Kane.
A black, enamel orb was engineered to encase a grand prize giveaway: the brand’s spring make-up collection in a limited edition Christopher Kane bag. Fashion-hungry consumers were armed with the hashtag #NARSChristopherKaneUS and instead of pummeling each other in stores to get their hands on the prize, fans would tweet the hashtag causing hammer pins to deliver blows directly to the orb. Each tweet equaled a shot at the prize, and consumers could watch a live-feed of the unusual object as it was struck until it broke open. The lucky winner was the person responsible for delivering the final shattering tweet. Not only did the event create an engaging way for consumers to interact with other followers in a friendly Twitter competition, but it also kept fans on the edge of their seats and on the site for 45 minutes to see just how many tweets it would take to crack the orb and reveal the prize.