Mess Marketing

One of Rock’s VIP’s--Beyonce --was about to launch her “Sasha Fierce Tour” But just who is Sasha Fierce? She is Beyonce’s alter ego and she is here to say that young, female, and loyal concert goers had their own exciting self-assured “Rock Star” alter egos just waiting to be discovered. L’Oreal--a major sponsor--wanted to help them discover their own Sasha Fierce.

Through customized L’Oreal iPhone app, Mess paparazzi shot individual photos of Beyonce fans.

By asking a few beauty questions, an Alter Ego identity was generated for the fan and a VIP lanyard was instantly produced. With the Beyonce fan’s picture and Alter Ego printed on the Sasha Fierce Tour collectable. Velvet Roped Lines formed for the much wanted experience.

Once the VIP Alter Ego Lanyard was received, the Beyonce Fan was able to visit the L’Oreal Suite to sample products and receive coupons to bounce the fan to the store where they could continue to bring out their own Alter Ego through L’Oreal products. The data collected also opened up lines of communication through an Alter Ego community.