Ooh la la! A French girl is lost on the streets of London. Can you find her?For four days, against the backdrop of one of the world’s noisiest fashion events - London Fashion Week - we asked fashionable young things to track down a real life French beauty, ‘The Bourjois Belle’, lost on Shoreditch streets.Luckily, she could be found because she was tagged with a GPS tracking device.

Every day between noon and two pm, The Bourjois Belle’s starting point was revealed on Facebook. Players then hit the street to locate her via a mobile map downloaded onto their phone via SMS shortcode. Those who found her repeated the code question from Facebook: “Bonjour Mademoiselle – are you lost – can I help you?” to unlock a special prize. Only then could the Bourjois Belle make her way to the exclusive destination where she was due to make an appearance.

Her final destination was the Bourjois Boutique, a branded pop-up store above one of East London’s coolest bars. It was a shop, a beauty salon, a gallery and TV studio all-in-one. Here the fashion frenzy reached its height.A further version of the game on Facebook brought others across the UK closer to the event. Their task was to position where the Bourjois Belle would start her ordeal the next day.Buzz about Bourjois started spreading via bloggers, fashionistas and celebrities alike. A new legion of fans opted to keep in touch via Facebook. Bourjois fan numbers grew by over 60% in just four days during London Fashion Week. Celebrity tweets reached over .5M. Activity strengthened the association with fashion, inspiring a community of over 30,000 UK make-up lovers to rediscover the brand.

The locative game represented the brand’s journey from the high street through London’s hippest district and straight into fashion la la land. It injected a sense of fun into London Fashion Week inspiring a brigade of bedroom beauty bloggers to pay homage to their new favourite make up brand. Sponsored blog coverage helped seed the news whilst organic word of mouth has left a lasting legacy online. The campaign even won praise from Mashable and eConsultancy.Find the Bourjois Belle "perfectly meets our objectives to build a closer relationship with our customers. The game is fun, innovative and very much in line with Bourjois’ values."Juliette Berthiot, Bourjois' Head of Brand Communication and New Business.