Maybelline's Teddy Tint Scavenger Hunt: A Valentine's Day Spectacle in NYC

Valentine’s Day is a celebration of love, and this year, Maybelline made sure beauty lovers felt extra special in the most thrilling way possible! Over the Valentine’s Day weekend, the brand launched its latest lip product, the Teddy Tint collection, with an electrifying five-day scavenger hunt across New York City.

This interactive campaign was more than just a product launch—it was an experience that blended the excitement of a city-wide adventure with the power of digital engagement, influencer marketing, and strategic out-of-home advertising.

A Beauty Adventure Through the City

Each morning of the campaign, Maybelline, alongside a lineup of their influencer besties, released exclusive Instagram clues guiding beauty enthusiasts to a mystery location. The challenge? Be among the first to arrive and claim a free Teddy Tint!

Beauty lovers eagerly followed the brand’s digital breadcrumbs, tracking down hints and solving riddles that led them to different locations around NYC. The excitement of the chase turned the city into a vibrant playground for makeup lovers, creating a buzz that extended far beyond the streets.

Bringing the Brand to the Streets

Maybelline didn’t just rely on social media to generate hype; they took over the streets of New York City with an immersive Teddy Tint wonderland that left a lasting impression. The campaign featured:

• Eye-catching sidewalk decals that subtly guided fans toward the hidden treasure.
• Teddy posters showcasing the plush-inspired theme of the collection, adding a cute and cohesive visual element.
• Massive LED truck billboards flashing the bold “TEDDY. SET. GO!” campaign message, ensuring that passersby couldn’t miss the excitement.
• A dedicated street team interacting with fans, keeping the energy high and the experience engaging.

This dynamic, multi-layered approach ensured that the campaign was not only interactive but also highly visible to a broader audience beyond those actively participating in the hunt.

A Viral Beauty Moment

As beauty lovers raced to find Teddy, the campaign quickly took social media by storm. Excited winners shared their experiences and flaunted their newly acquired Teddy Tints using the campaign hashtags, generating organic buzz. The campaign seamlessly combined digital engagement, influencer participation, and real-world brand activation, making it a viral sensation.

Beauty influencers and everyday makeup lovers alike contributed to the conversation, sharing Instagram stories, TikToks, and reels that showcased the thrill of the hunt. This user-generated content not only increased brand visibility but also created a sense of FOMO (fear of missing out) among those who hadn’t yet joined the adventure.

Why This Campaign Was a Win

Maybelline’s Teddy Tint Scavenger Hunt was a masterclass in modern marketing, demonstrating several key strengths:

1. Interactive Engagement – By transforming the product launch into a real-world adventure, Maybelline fostered a deeper emotional connection with its audience, making the experience feel personal and exclusive.
2. Social Media Buzz – The strategic use of Instagram clues and influencer collaborations ensured that the campaign reached a massive online audience, encouraging high levels of participation.
3. Strategic Out-of-Home Advertising – The combination of LED trucks, sidewalk decals, and posters ensured that the campaign remained visually dominant in high-traffic areas, making it impossible to ignore.
4. FOMO-Driven Excitement – The limited-time nature of the scavenger hunt created urgency, driving participation and amplifying social shares.
5. Seamless Online-to-Offline Integration – Maybelline effectively merged digital marketing with physical brand activation, ensuring a holistic and immersive consumer experience.

The Power of Experiential Marketing

Maybelline’s Teddy Tint campaign is a shining example of how experiential marketing can take a product launch to new heights. By fusing social media, outdoor advertising, influencer engagement, and real-world participation, they transformed a simple giveaway into a memorable, city-wide event that had beauty lovers racing across NYC.

This campaign reinforced Maybelline’s reputation for innovation in beauty marketing and highlighted the brand’s ability to create immersive experiences that resonate with consumers.

Would you have joined the hunt for Teddy? Keep an eye on Maybelline for more groundbreaking campaigns in the future!