The 2024 SXSW festival marked the impressive debut of ~Pourri, the renowned odor elimination brand previously known as Poo~Pourri. In collaboration with Rolling Stone, ~Pourri hosted three events under the theme “Get Funky. Stay Fresh”, signifying the brand’s evolution from a bathroom product to a household name synonymous with combatting odors.
Shawn Patel, the Chief Marketing Officer of ~Pourri, conveyed their excitement for the opportunity to rebrand the company and have a significant impact in the market. Centreing on experiential marketing, ~Pourri aims to engage consumers by integrating NFC technology into their approach. The use of NFC-enabled “pocket sprayers” at the festival permitted participants to unlock a gamified, multi-touchpoint experience and access unique rewards and benefits.
To interact with the pocket sprayers, consumers were prompted to establish an account on ~Pourri’s forthcoming bespoke app, scheduled for launch later this year. This innovative method not only granted attendees access to premium, disco-themed mobile bathrooms, but also provided them with the chance to win exclusive prizes through a giveaway and rewards system.
The partnership with Rolling Stone facilitated the hosting of three distinct events: Camp Funk, The Funk Factory, and Future of Funk, each showcasing unique sensory experiences, performances, and discussions. Camp Funk, hosted by actor Jay Chandrasekhar, delivered an immersive Y2K-themed experience, while The Funk Factory presented a speakeasy ambiance with interactive zones, VIP areas, and live performances by renowned artists.
Furthermore, the Future of Funk event, established in collaboration with the Music Forward Foundation, highlighted emerging musicians and served as an industry mixer. Suzy Batiz, the founder and CEO of ~Pourri, and musician Preacher co-hosted celebrity guests for the recording of a new podcast series called Holy Sh!t with Suzy, delving into topics such as personal growth and creativity.
Shawn Patel underscored the brand’s long-term strategy, affirming their intention to replicate the success of the SXSW campaign at other music festivals and event tentpoles. Pivoting towards consumer engagement, ~Pourri plans to leverage gamification experiences to foster digital interaction and drive sales while prioritising consumer satisfaction.
In conclusion, ~Pourri’s innovative and imaginative approach to experiential marketing at SXSW 2024 has established a new benchmark for brand activations. By integrating cutting-edge technologies and creating multi-sensory experiences, ~Pourri has effectively redefined its brand image and engaged with a diverse audience at the festival.
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