RED BANK, NJ: Following its launch at the Sundance Film Festival, the LifeStyles condom brand is taking their “makeout booth” on the road with a grassroots campaign to target the nightlife scene in five major cities.
The LifeStyles Makeout Booth is a photo booth that dispenses both pictures and a complimentary strip of condoms.The booth made its debut in the 5W-sponsored mansion at the festival. 5W is Lifestyles' AOR and helped with the "makeout booth" campaign.
There will be one booth per selected city – New York, Chicago, Atlanta, Washington, and San Antonio – installed at bars and night clubs where the LifeStyles “What's Yours?” ad campaign already has a presence.
“It's very integrated and tied into the experience that people are having in the bar scene,” said Carol Carrozza, VP of marketing for Ansell Healthcare, which owns LifeStyles. “We're trying to get samples in [consumers'] hands as close to the event as possible. On a Friday or Saturday night when they're most likely meeting people and would most likely use a condom.”
The company is currently considering making the booths a permanent fixture.
“Something like this makes sampling more appealing to bar owners and the people who are [taking samples],” said Carrozza. “It's a much more discreet way of sampling; more polite and respectful.”
The company is also exploring options to appear at popular spring break locations. Panama City, FL is already on the schedule.