Scentbird ×
I Know What You Did Last Summer
Extending I Know What You Did Last Summer beyond the screen through fragrance, live experience, creators, and theatrical partnerships.
Our Role
Developed a scent-led campaign extending the film beyond traditional theatrical promotion.
Supported partnership alignment across Sony, Scentbird, creators, press, and event partners.
Helped extend the five-scent Discovery Set into a broader fan experience spanning creators, content, and commerce.
Contributed to the broader go-to-market framework across digital, social, PR, and experiential touchpoints leading into opening weekend.
The Opportunity
Horror is built on suspense, anticipation, and physical reaction—making scent a natural way to turn passive viewing into a more tactile fan experience.
We saw an opportunity to use fragrance as a storytelling device, giving fans a way to “scent along” with the film and engage with key moments beyond the screen.
The Approach
The partnership introduced a Discovery Kit tied to suspenseful moments from the film, creating a physical extension of the story.
By extending the partnership into theatrical environments through Regal and Fandango integrations, the campaign transformed fragrance discovery into a shared fan experience.
Execution
- Launched a limited-edition five-scent Discovery Set inspired by suspense moments from the film.
- Activated a live Scent-Along screening for creators, and press.
- Supported PDP, homepage, app, email, SMS, and social placements around the launch.
- Created digital theater frames and pre-film creative to bring the campaign into the screening environment.
- Encouraged UGC and real-time reactions through scent-led storytelling and creator participation.
Earned Media & Cultural Reach
The campaign generated press momentum across fragrance, beauty, and entertainment—positioning the collaboration as a new way to turn film marketing into a multisensory fan experience.
Scentbird Knows What You Did Last Summer
Fragrantica explored how scent was integrated directly into the film experience, highlighting the Scent-Along screening and the role fragrance played in extending suspense and atmosphere beyond the screen.
Read Article →
How Scentbird Scented a Movie for Its Latest Marketing Activation
Highlighting how fragrance became an experiential layer of the film campaign and a driver of social engagement.
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I Know What You Did Last Summer x Scentbird Collaboration
Framing the collaboration as a horror-fan experience rooted in scent, suspense, and theatrical storytelling.
Read Article →Why It Worked
Extended the film beyond traditional media into theatrical, creator, and experiential environments.
Created memorable fan touchpoints that reinforced the film’s horror identity.
Combined content, commerce, and live experiences to generate value across the partnership ecosystem.
Interested in how partnerships like this could work for your brand?
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