Mass market hair care brand got2b embarked on a multi-city tour to promote its Magnetik styling gel. The product, which is formulated with a unique blend of the male human pheromone androstadienone, is designed to deliver hold, texture, polish and a little bit of extra “game” with the ladies, according to brand officials.
“We wanted the consumer to be able to experience the product first-hand and this means showing off the unique power of pheromones in attracting the opposite sex. We felt that the best way to communicate that message would be to touch consumers in a relevant setting, like Spring Break, when guys want to look their best and attract girls,” said Robert Schaeffler, got2b brand manager.
During the Magnetik 3:19AM campaign, which kicked off in Panama City, FL in early March, 18-24 year old men had the opportunity to participate in an interactive photo shoot in which they could live out their fantasies. With a free-standing set designed to look like a bedroom, spring breakers simulated events raising the question: “where were you at 3:19 a.m.?” Complete with on-site hair styling and photography with advanced shoot and send capability, participants received a photo of themselves and their dream girl (a got2b model) that could be emailed to web-enabled phones and uploaded to a dedicated Facebook site. Partakers were automatically entered to win a trip to Las Vegas, complete with access to the Playboy Club at the Palms Casino and Resort and a private tour by a Playmate.