Louis Vuitton Highlights Holiday Collection in Goose Game

French fashion house Louis Vuitton is showcasing its luxury holiday gifts in The Goose Game, an interactive calendar-like grid with 39 squares.

When a consumer elects to start the experience, he or she is taken to a random square with a Louis Vuitton product and goose-themed animation while holiday music plays. These “most beautiful Louis Vuitton holiday gifts” include the $2,750 Louise Chain clutch, as well as the $11,000 Tambour Evolution watch. At the end of each animation, a message pops up telling the player to either go forward or go back a specific number of squares. Upon doing so, new animation plays.

According to the website, moving box to box allows players to “discover a favorite selection from Louis Vuitton that’s perfect for the seasonal holidays.”

Players can also opt to simply see the collection, which allows them to navigate the grid themselves.

In a news announcement, the brand says the goose in the game is “the goose that laid the golden eggs,” a reference that perhaps ironically cites Aesop’s fable that warns against greed.

A Louis Vuitton rep was not available for comment by deadline.

The brand says additional content is available on the Louis Vuitton app, which is available on iTunes and Google Play.

According to Google Play, the Louis Vuitton Pass App allows consumers to scan campaign images that feature the app icon in magazines and elsewhere to “unveil a dedicated space showcasing product information, videos, images and more,” and it has 50,000 to 100,000 downloads.

A YouTube video about the Goose experience has 5,400 views as of December 10.

Louis Vuitton has 15.7 million likes and 2.2 million followers. The brand is tagging Goose Game posts with #holiday and #LouisVuitton.