Concert season is heating up—literally—and Dove is making sure fans stay fresh with its newest campaign, Hot Seats, a multicity scavenger hunt that rewards music lovers with the ultimate prize: VIP tickets to Charli XCX’s sold-out BRAT 2025 Arena Tour.
Kicking off April 5 in Austin, Minneapolis, Chicago, and New York City, Dove is turning the streets into a deodorant-scented playground. Fans in each city can follow clues, track down moving billboard trucks, and scan QR codes for a chance to win two of the hottest seats in the house.
How it works:
- Follow the Clues – Visit DoveHotSeats.com starting April 5 to get city-specific hints.
- Find the Billboard Truck – A digital truck displaying “Hot Seats” will be cruising through each BRAT Tour city.
- Scan and Win – Be one of the first fans to scan the QR code and score tickets to see Charli XCX live.
Because body odor has literally become a viral problem—garnering over 56 million views of concertgoers pleading for better hygiene on TikTok—Dove Whole Body Deo is stepping in with a solution that smells as good as it sounds. The Hot Seats campaign brings freshness and fandom together like never before.
To celebrate, Dove hosted an invite-only pop-up concert featuring SOFI TUKKER at Brooklyn’s Silo on April 1. More than 400 fans showed up to dance, test the new product line, and soak up the beats in style.
Hot Seats ties into Dove’s broader Let Your Body Body campaign, which reimagines Khia’s 2002 anthem My Neck, My Back with a body-positive spin by rapper Chika. First teased during Netflix’s Christmas Day NFL game, the track (and campaign) has since gone viral—and Dove has now dropped a full 90-second version for fans craving more.
The campaign is supported by Mindshare across TV, streaming, audio, and digital, and created in partnership with Ogilvy UK, Ogilvy New York, Ogilvy Chicago, and Ogilvy Social.Lab.
So get your sneakers laced and your noses ready. Dove’s Hot Seats are coming—and they smell like teen spirit never did.
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