Two enchanted evenings, one chance to create, capture and share the magic. Challenges are inherent when developing bespoke innovative digital experiences, but an added level of complexity was to solve the conflict between what the Hermès brand stands for and the nature of technology. For example, Hermes is exclusive, focused on craftsmanship and highly curated, while digital is mass, highly technical, and organic in nature. Designing experiences that seamlessly fit into the theme and location of the Event, ones that evoked the Hermès brand personality was challenging enough, but making digital more craftsmanship-like was our core challenge to overcome.

Hermès brought us on to help transform their renowned physical events with a digitally unified brand experience. We held two events to help Hermes maximize their investment and reach—by carefully crafting personalized experiences for the esteemed guests. In Miami, we celebrated the men’s collection by crafting three sets of RFID-enabled interactive mirrors. In Beverly Hills, we had a glamorous opening that introduced new interactive magic to the guests.

Each attendee received a RFID token or tag that unlocked content throughout the evening, and saved their digital mementos. After both events guests could visit their personal microsite displaying their souvenirs.

The digital amplification of these Events was highly successful. Hermès executives and VIPs were enticed and enchanted by the bespoke, magical experiences. So much so, that they shared their personal experiences on live social platforms during the Events. In Miami, 69% shared pictures through Instagram, each publishing about 4 photos, generating a total of 95,080 likes. The experiences were so enchanting that 84% of the Beverly Hill’s attendee’s opened the post-Event email campaign, 72% clicked on the email, and 85% of people who opened the e-mail clicked on the link. These results were far above Hermès average (39%, 15%, 32% respectively).