As part of a larger campaign promoting its collection of colorful gemstones, Cartier launched a microsite encouraging consumers to virtually unlock their wishes.
When users entered the Amulette de Cartier microsite they encountered a circular, rotating image of the brand’s 10-piece collection and were prompted to “turn the wheel.” Spinning the wheel chose an amulet at random, each of which represented a wish, such as the wish to live forever or the wish for strength of heart. As users scrolled through their results they could read brief explanations of the characteristics associated with that gemstone and purchase their chosen amulet.
This digital execution was a smart way for Cartier to forge a connection between the consumer and the brand by connecting each amulet to traits and wishes that felt personalized to the user.