Beyoncé Heat

VML Portfolio

In celebration of the launch of the new Beyoncé Heat fragrance, perfume giant COTY approached VML to design and build an online experience that would be as versatile, sensual and alluring as the superstar herself. Delivering on this mission, VML created BeyoncéParfums.com, an immersive lounge-like world, in which users could explore to unlock exclusive Beyoncé Heat content and fragrance details. To build additional excitement prior to launch, VML also turned up the “Heat” on Facebook by creating the Beyoncé Heat Fever Meter app for fans to find out how hot they were. Initially, users’ hotness levels were determined by analyzing their profile page, but to inspire continued engagement, users could answer weekly quiz questions about Beyoncé and the brand to raise their Fever Meter levels.