Old Spice x Superman

Comic-Con stinks.

No, seriously. Lycra costumes. Long lines in the sun. The B.O. is a no-no.

Luckily, the Old Spice x Superman collab came to the rescue. We brought Superman’s super scent to the convention so everyone could Smell Like a Hero. Mysterious posters dared adventurers to accept our mission. An AR filter acted as a compass to our activation site. There, super-scented rewards awaited.

The campaign was a huge success, amassing:

• 12,000 attendees

• 5,200+ UGC posts with a reach of more 174 million

• Highest sales week for the collection

Turns out victory really does smell sweet. (And a little citrusy.)