Scent drives some of the most immersive experiences in marketing and for its latest stunt, DraftKings is inviting sports fans to scan and sniff a fragrance for the US Open. Love Love is a limited-run fragrance and the very first of its kind from DraftKings, and it's one that shares the scent of fresh tennis balls all day long. As the sports betting company describes, "You love the smell of fresh tennis balls, and now you can wear it."
This exclusive tennis ball-scented fragrance was developed in partnership with VaynerMedia and it is only available to adults who enter to win it by placing a bet on the US Open through the DraftKings Sportsbook. Those who want to catch a whiff of the unusual fragrance can also do so through the Love Love Scan and Sniff Mural in Manhattan.
Key Themes Behind This Trend
- Scent Marketing
- Sports companies can collaborate with fragrance industry experts to develop unique scents that immerse fans in their brand experience.
- Limited Edition Offers
- Offering unique, exclusive products to loyal customers can create a sense of excitement and exclusivity, driving brand loyalty.
- Gamification of Marketing
- Incentivizing customers to engage with brand promotions can drive traffic and engagement, while also collecting valuable customer data for future campaigns.
Where This Applies
- Sporting Goods
- Developing unique scents that enhance the experience of using athletic equipment, such as tennis balls, can create a distinct market advantage.
- Fragrance
- Collaborating with sports companies to create exclusive scents that evoke nostalgia and positive associations can expand customer reach and loyalty.
- Gambling
- Incentivizing customers to place bets by offering the opportunity to obtain an exclusive product can increase engagement and revenue in the sports betting industry.
