In a remarkable celebration of its founder’s 200th anniversary, renowned Parisian fashion house Louis Vuitton launched an online game titled “Louis: The Game” last year. This game has now transformed into a platform for a new brand operation on Web3. The anniversary edition of the game, unveiled in August 2021, introduced a lovable mascot named Vivienne, and the objective was to guide her through six captivating worlds in order to collect 200 birthday candles. As an exciting bonus, players could discover 30 hidden digital creations within the game, including ten remarkable designs by renowned digital artist Beeple.
During the game’s initial launch, Michael Burke, the CEO of Louis Vuitton, described it as an “educational, almost pedagogical” NFT project in an interview with the Financial Times. Now, after eight months, with the luxury industry and beyond becoming increasingly familiar with the concepts of NFTs and the metaverse, Louis Vuitton, as a flagship brand of the LVMH group, is leveraging this phenomenon by introducing two new levels within the game.
The newly added levels are called “La Cité Radieuse” and “La Ville Céleste,” and players can access them once they have completed the previous levels. These captivating worlds feature 16 pages extracted from the brand’s biographical novel “Louis Vuitton, L’Audacieux,” published last year. The challenge now is to collect these pages and participate in an exciting draw in early August. Lucky participants will have the opportunity to win one of the ten brand-new NFTs inspired by Vivienne herself. These novel NFTs can also double up as profile pictures (PFP) on various platforms, making them even more unique and exclusive.
By integrating NFTs into “Louis: The Game,” Louis Vuitton aims to elevate its brand content and provide an additional dimension by combining this new virtual universe with their strong brand heritage and captivating narrative. This campaign also places special emphasis on the embodiment strategy, as the character of the brand’s founder interacts with Vivienne, who serves as both the beloved mascot of Louis Vuitton and the player’s avatar. Apart from the thrilling gamification aspect, the entire operation is founded on the “Play To Earn” principle, encouraging the community to actively participate in the game with the possibility of earning valuable rewards.
For those intrigued by the fascinating connections between luxury, NFTs, and the metaverse, we invite you to join us for an upcoming webinar on May 5th, 2022, at 6:00 PM. This not-to-be-missed webinar is open to everyone and will feature esteemed speakers passionately discussing this captivating topic. To learn more about this event and secure your spot, please visit our dedicated webpage.
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