Tag Heuer is promoting its limited edition Aquaracer Glacier Express watch with a Facebook social game called Mystery on Board. The game puts players aboard a train headed from St. Moritz to Zermatt, searching for a stolen bag containing the timepiece. "With an immersive app, the experience is longer, so the Facebook user will tend to engage more with the brand," says Cécile Lorber, brand strategist at social media agency KRDS, Paris, which designed the game.

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