Revolutionising E-commerce with Interactive Experiences
HEAT launched a limited-edition VETEMENTS box, featuring exclusively VETEMENTS clothing items. We produced a bespoke micro-site for the VETEMENTS campaign, offering a unique e-commerce experience beyond the standard. This micro-site included HEAT’s first interactive mini-game, “Flappy Box,” where the winner played non-stop for 43 minutes. The campaign and micro-site resulted in a remarkable +1,342% increase in social traffic compared to the average and a presale that sold out in less than 20 minutes. It is important to note this project was completed by our Founder, Caspian Reynolds, during his time at HEAT and was not completed by Bycasp.
The project faced several challenges, primarily the need to create a memorable user experience within a short turnaround time, cementing HEAT’s reputation as an innovative e-commerce business. Developing a mini-game with live leaderboards and analytic tracking required extensive backend coordination and resources. Additionally, creatively directing the digital campaign assets and micro-site was challenging, needing to resonate with both existing customers and new potential buyers who had not previously purchased VETEMENTS.
We efficiently prioritised tasks and worked collectively as a team to complete the project within the tight deadline. The creative direction of the 3D renders and micro-site was driven by extensive brand research and audience analysis to ensure the outcomes resonated with both existing and new customers. Audience analysis played a crucial role in developing the mini-game, ensuring it appealed to the target Gen-Z demographic.
The HEAT x VETEMENTS project resulted in one of HEAT’s most iconic experiences. The campaign was featured across prominent platforms such as COMPLEX, HYPEBEAST, The Face, CULTD, and more. A comprehensive 360 campaign was created in collaboration with HEAT’s internal teams, including an in-person event in London, zines featuring drop content, AR/VR Snapchat lenses showcasing deadstock VETEMENTS items, and full campaign photoshoots. Campaign posts amassed over 715,000 views on HEAT’s Instagram account. The launch achieved an average order value (AOV) of $1,000+, with a +1,342% increase in social traffic and a presale that sold out in less than 20 minutes.
