Scentbird x I Know What You Did Last Summer: A Killer Collab

1. A Killer Collaboration

This summer, Scentbird took fragrance marketing to thrilling new heights with a multi-faceted partnership alongside Sony Pictures for I Know What You Did Last Summer. Centered around a curated discovery kit, the collaboration came to life through immersive social media activations, email campaigns, custom animations created by Sony’s in-house team, and more. All kicked off by a chillingly clever “Scent-Along” screening event. Together, these touchpoints brought scent into the spotlight as a powerful storytelling tool, blending pop culture, horror, and perfumery into one unforgettable experience.

2. Kick-Off: Sensory Cinema Comes Alive

Held on July 15, 2025, at the Regal Union Square in New York City, Scentbird’s first ever “Scent-Along” event transformed a typical movie screening into an olfactory adventure. At five key suspenseful moments during the film, scents from the curated fragrance discovery set were diffused throughout the theater, heightening emotional impact and drawing the audience deeper into the story. Guests didn’t just watch the film, they lived it. It was a fully immersive scent experience that redefined product placement and earned coverage for the creativity behind the idea. 

The Scentbird x I Know What You Did Last Summer kit includes a curated discovery set of five travel-sized fragrances, each chosen to reflect a mood or moment from the film. Here’s what’s inside:

• Sydney Rock Pool by Arquiste: A fresh, aquatic scent that evokes the salty sea breeze and coastal mystery, mirroring the film’s eerie shoreline setting.
• French Riviera by Mancera: Bright and sunny with a hint of danger beneath the surface, glamorous, but unsettling.
  
• Supersolid by Binaurale: A bold, unisex fragrance with a synthetic twist, representing dual identities and hidden secrets.
  
• Moss+ Bold by Commodity: Earthy and dark, this scent nods to the film’s slasher roots and nighttime suspense.
  
• L’eau de Parfum by Cirque du Soleil: Dreamy, unexpected, and surreal, adding a touch of theatrical flair and tension to the mix.

3. By the Numbers: Making an Impression

The launch campaign delivered massive visibility across channels. National media coverage included 5 feature stories across top-tier outlets. Together, media impressions surpassed millions. On social media, the event generated 24 unique posts, capturing the attention of more than millions of followers. Meanwhile, the PR Newswire release saw unprecedented pickup, hundreds of pieces of coverage totaling millions of impressions, cementing the campaign as a breakout success. These numbers reflect not only reach but also the curiosity and buzz the concept created across both press and public.

4. Media Highlights: Buzzing Coverage Across Major Outlets

Top media outlets were quick to spotlight the buzzworthy collaboration.
Glossy called out Scentbird’s commitment to “multi-sensory, enhanced entertainment,” applauding the addition of “an olfactory layer” that turned a typical screening into a full-body experience. Variety highlighted the campaign’s creative depth, pointing to the fragrance set’s inclusion of cult-favorite brands like Arquiste, Mancera, and Commodity, cleverly packaged in a fishnet pouch as a nod to the film’s coastal horror vibe. Over at Fangoria, the activation was described as giving “horror fans the chance to smell like a slasher sequel,” with each scent carefully mapped to a mood or moment in the storyline. Together, these features didn’t just report the launch, they amplified it; cementing Scentbird’s role as a leader in experiential marketing and showcasing how scent can be a powerful vehicle for narrative, not just a beauty buy.

These features didn’t just report the launch, they were proof that partnerships are rooted in strong creative alignment and multi-sensory storytelling. They naturally command media attention. This campaign showed that scent when paired with pop culture moments, becomes newsworthy on its own.

5. Social Spotlight: Media Meets Influence to Amplify the Moment

The event’s success wasn’t confined to the venue, it rippled across social media and digital press, creating a layered amplification strategy that blended legacy media with modern-day creators. Posts from top-tier publications like Marie Claire and Business of Fashion’s beauty vertical lent editorial credibility, while beauty influencers such as @ms_katie_baby, @jessescentials, and @scentsualcinema, brought the experience to life through a more personal lens. Their IG Stories, TikTok recaps, and unboxings fueled authentic, peer-driven discovery.

On the ground, the guest list underscored the event’s cultural weight. Editors and representatives from Allure, Billboard, E! News, TODAY.com, Variety, and more mingled with beauty tastemakers, turning the event into a real-time content engine. With media and influencers capturing behind-the-scenes moments, sharing first impressions, and engaging in storytelling, the event transcended a simple product launch. It became a convergence of press, community, and creativity. Amplifying the brand’s voice across platforms and audiences, organically and at scale. 

This social push was one part of a broader, multi-channel campaign that included branded emails, creator animations developed by Sony, and immersive event moments. Each reinforcing the story across every touchpoint.

Scentbird Sets New Standards for Immersive Marketing

With this campaign, Scentbird has proven it as a cultural innovator. By tapping into the nostalgia and thrill of I Know What You Did Last Summer, and crafting an event that spoke to multiple senses, they created a blueprint for what experiential, content-driven marketing can look like. It’s not just about selling scent, it’s about making people feel something. And this summer, they nailed it. It’s a benchmark for how brand storytelling and entertainment can collide to deliver something memorable, immersive, and headline-worthy.

What made this partnership especially powerful was its strategic alignment. A nostalgic horror title with a cult following offered the perfect backdrop for a bold, attention-grabbing campaign. But more than just timing, the collaboration highlighted how scent, often an underutilized marketing tool, can be used as a storytelling device. The campaign also leaned into high-impact earned media, influencer engagement, and cross-platform buzz, driving millions PR impressions and generating content from top-tier outlets and social tastemakers alike.

This activation exemplifies the future of experiential branding, where partnerships aren’t just promotional, they’re deeply integrated and emotionally resonant. Scentbird didn’t just support the film’s release; they helped shape the audience’s relationship to it. By doing so, the brand redefined what it means to engage fans and demonstrate how immersive marketing, when done right, can be both creatively ambitious and commercially successful. At Regatta, we believe the most memorable brand moments are the ones you can feel. With Scentbird’s partnership for I Know What You Did Last Summer, our goal was to move beyond surface-level integration and create a fully immersive experience.

That’s not just event planning. That’s immersive marketing with purpose. And that’s what we love to build.

Inspired by what you’ve seen?

From I Know What You Did Last Summer to Marvel’s Ironheart, Regatta crafts partnerships that connect story, scent, and strategy to reach new audiences in unexpected ways.

Want a deeper look at how consumer and entertainment brands are using multi-sensory collaborations to drive relevance and results?

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