This creative execution was an immersive experience with the brand on a party environment. The Smell-o-Thon activation allowed the brand to be highly relevant among this young target by bringing conversation around the product RTBs in a fun way that serves its equity. Product placement and branding were omnipresent and scent benefit leveraged to its maximum potential.

Due to the social nature of the challenge, our crowd participated in smelling each other to find the guy with the Gain smelling t-shirt. The crowd was engaged by sharing their experience via Instagram.

More than 500 branded bags with product samples were given to partygoers to be used during the Lollapalooza festival. By being part of such a major event, Gain 'gained' more exposure with our target audience.

To drive further awareness of Gain’s presence at Lollapalooza, 3 influential local bloggers served as correspondents at the event to help the Gain social conversation. The Smell-o-Thon has secured 59 million impressions.