Our solution

BADgal BANG! is Benefit’s #1 mascara, so when it came to their new campaign, they wanted to do something different to communicate the superior formula and its new colours. They came to Mo Works with the goal of promoting the new shades of mascara in an innovative and effective way, capturing the audience's interest and encouraging them to provide their details in a more engaging manner. We created a game and GIF for Benefit that brought together the campaign’s global imagery with their space thematic within a short, nostalgic yet current, space-invaders-style game.

The game allows users to ‘Lock in [their] Cosmic Colour’ with a choice of the original and new wand colours, play the game, and then enter the draw to win a year’s supply of the mascara. 

The Impact: 

Through the gamification of the EDM experience, we were able to enhance the customer journey. The resulting game aligned with the brand’s mission of making makeup fun to engage customers in a way that added value to their shopping experience in a shareable, modern fashion that built upon the existing campaign. 

The activity garnered over 9K leads for the campaign in just 4 weeks.