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Procter & Gamble (P&G) Escada

Maze game to promote new Escada fragrance created by Holler

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By Ishbel Macleod, PR and social media consultant

October 20, 2011 | 1 min read

Digital agency Holler has created an online maze game as part of P&G Prestige’s campaign for Escada’s new fragrance, Especially Escada.

The Especially Escada maze garden, as featured in its advertising campaign, invites consumers to search for the heart of the maze, in order to reach the string quartet, using their keyboards and listening to the binaural clues to navigate.

The binaurally recorded navigation helps guide the consumer by sounding the string quartet as though it were coming from to their left or right, in front or behind.

The aim is to guide the Especially Escada girl to the centre in the fastest time possible, with the player’s personal score being recorded once they have completed the maze.

Sophie Henderson, senior planner at Holler, said: “Using binaural technology makes the experience all the more challenging and exciting. It brings the maze to life and draws the player in. Especially Escada is a fragrance inspired by the modern woman, so it seems fitting to use modern technology to announce its launch.”

Procter & Gamble (P&G) Escada

Content created with:

Holler Digital

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