Challenge Help launch Crush by Rihanna, the second scent in the singer’s perfume trilogy, as it rolled out in stores nationwide.
Solution Sampling a scent wouldn’t be enough, no matter how intriguing it was; our target audience needed to feel they were co-opting the brand, taking ownership of the promotion and wafting the word to others.
Execution We merged standout guerilla and social media tactics to inspire audience engagement and virality:
Crush street teams in fashion-forward uniforms engaged crowds at the MTV Video Music Awards in NYC and the Made In America Festival in Philly.
Starting Labor Day weekend, Crush-branded tricycles with onboard bubble machines cruised through two weeks of activation, everywhere from the boardwalks of Coney Island to the catwalks of Fashion Week.
The trikes captured consumer attention as they spread the scent of Crush, distributed samples, and became the object of fun photo ops.
By posting their pix to Twitter, Facebook or Instagram with #RiRiCrush, people received whimsical pink bubble wands and entry into an hourly prize sweepstakes, among other social media tactics.
Results Crush crushed it, gaining a huge number of social impressions, social engagements and posts, with a scent-sational (ouch!) number of samples handed out.