DOVE HOT SEATSLive music culture started to stink. Ticket scarcity, scalpers and bots dominated headlines, while nearly 16M TikTok views capture fans begging concertgoers to wear deodorant. Concert culture was heating up – not in a good way.
We launched Dove Hot Seats to give live music back to stans without the stank.
Creating bespoke, gamified experiences that rewarded stans. From a national scavenger hunt for Charli XCX’s sold-out Brat Tour to listening data powered leaderboards for Doechii, Sabrina Carpenter, and Olivia Rodrigo. Hot Seats let fans sweat confidently with Dove Whole Body Deodorant in the seats the industry made unattainable.
Awards:
The Drum Awards, Silver: Best Use of Gamification
Our first Hot Seats drop? Charli XCX’s SOLD OUT Brat Tour.
We made fans sweat to find the tickets in a national scavenger hunt.
We kicked the program off with a surprise SOFI TUKKER concert for fans to dance like nobody’s smellin’.
Hot Seats launched on Reddit r/dovehotseats, gaining 3,000 followers and over 700,000k views within three days.
Our first drop for BRAT Tour sent fans on a nationwide scavenger hunt to sweat and score tickets.
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