‘Love Love’ is an exclusive, limited-edition fragrance from DraftKings which is based on the smell of new tennis balls and leverages the 2022 US Open.
Developed in partnership with VaynerMedia, the product-based marketing stunt – the first from the digital sports, entertainment and gaming company – leverages the 2022 US Open by offering a few lucky tennis fans a chance to smell of new balls all day long.
The exclusive, limited-run fragrance was only available to those who enter a contest to win a bottle by placing a bet on the US Open through the DraftKings Sportsbook from the start of the Grand Slam through to 11 September.
Those not lucky to scoop a bottle for themselves were able to experience ‘Love Love’ online and in-person at the ‘Love Love Scan and Sniff Mural’ erected at 49th Street and 7th Avenue in New York City’s Midtown Manhattan area.
The initiative was promoted through an integrated campaign which dropped on 31 August and which was led by a hero video titled ‘Love Love By DraftKings’ and supported with social content, PR and an OOH campaign.
As the campaign cop states: “If the first thing you do after opening a bottle of tennis balls is smell it, this is the fragrance for you” before encouraging viewers to learn how you can win a bottle of Love Love at https://dkng.co/3CEUIEa
You love the smell of fresh tennis balls, and now you can wear it.
Love Love is a new fragrance from dK. Learn how you can win a bottle: https://t.co/euxIBne3Ge pic.twitter.com/sHTQtWN0mJ
— DraftKings Sportsbook (@DKSportsbook) August 31, 2022
Smell like a winner. Smell like a champion. Smell like fresh tennis balls.
Retweet + follow for a chance to win a bottle of our new fragrance, Love Love.
Official Rules: https://t.co/WLAinVplpn pic.twitter.com/28F1H0dtWA
— DraftKings Sportsbook (@DKSportsbook) September 7, 2022
We teamed up with @vaynermedia and @draftkings to create the Love Love Scan and Sniff Mural, located at 49th Street and 7th Avenue in NYC where you can scan the Flowcode and enter to win a bottle of the limited edition fragrance.https://t.co/3YewlAWcOm pic.twitter.com/OsuRtIaZOo
— Flowcode® (@Flowcode) September 1, 2022
In celebration of the U.S. Open now in full swing, DraftKings has released their very first fragrance, Love Love – the only scent that provides the smell of new tennis balls all day long. pic.twitter.com/cGXhCu35jY
— Pearl Media (@pearlmedia) August 31, 2022
Comment
New balls smell please….
Amazingly, this isn’t even the first or second US sports smell piece of olfactory marketing we’ve seen in recent years: think of Kia’s 2017 ‘NBA Team-Scented Car Air Fresheners’ and Bud Light’s 2021 ‘Tailgate Candle’.
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