- Lysol is running a karaoke experience to promote its new Lysol Air Sanitizer, which claims to kill 99.9% of airborne viruses and bacteria, per a press release. The pop-up, dubbed Air-aoke, will appear on the Music Midtown festival in Atlanta from Sept. 15-17.
- Festival attendees can enroll for Air-aoke and choose a song by scanning a QR code on the activation. As they sing, artistic depictions of viruses and bacteria will appear on LED screens, after which Lysol will literally remove them from the air and digitally erase them from the screens.
- The Reckitt brand tapped actress-singer Christina Milian to tackle Air-aoke on the festival and is working with various influencers to create music-forward content on TikTok and Instagram. The continued push behind Lysol Air Sanitizer comes as COVID-19 is again surging around the globe.
Lysol’s Air-aoke pop-up demonstrates how experiential marketing has come full circle greater than three years after the pandemic put a stop to in-person activations, including ones that involve singing — only one minute of which produces 1,000 virus and bacteria-filled droplets, according to the brand.
Inspired by immersive art exhibits, Air-aoke uses LED technology to illustrate the power of Lysol Air Sanitizer, an EPA-approved product that claims to kill 99.9% of airborne viruses and bacteria while also eliminating odors. The pop-up uses karaoke to lighten the mood around a subject that continues to be fraught for a lot of, especially as COVID-19 is again surging and new vaccine booster shots roll out.
“With the introduction of Air-aoke, we’re able to showcase Lysol Air Sanitizer’s efficacy in a novel way while empowering consumers with the knowledge and tools they need to fight airborne pathogens,” said Benoit Veryser, vice chairman of U.S. marketing for Lysol at Reckitt, in an announcement.
To boost the Air-aoke experience, the brand is looking on celebrity Milian to step up to the microphone at Music Midtown. To expand the campaign beyond the music festival, Lysol is engaging influencers on social channels including TikTok and Instagram. As a part of the push, musician SidClusive created a backing track for creators Samyra, Citizen Queen and Quazzomodo to duet with with their very own verses inspired by the product.
The Reckitt brand in July launched Lysol Air Sanitizer with a marketing campaign that utilized visual storytelling to illustrate its pathogen-killing power in ads across digital, linear and connected TV. The messaging centered on the theme of “Scent Can’t Sanitize,” dinging air freshener competitors which may eliminate stink but don’t offer any health advantages.
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