MELT planned, built, and delivered a seven-stop tour that presented Bath & Body Works, The Men’s Shop, as the winning routine for college and professional basketball fans. Melt negotiated sponsorship deals with LA Live and four NBA teams to make the tour an exciting win for consumers and Bath & Body Works. The tour tipped off in March to coincide with the Sweet Sixteen weekend and then traveled to arenas around the country. The tour was an immersive pop-up basketball experience that provided samples of deodorant, soap, and body lotion while providing fans opportunities to try colognes, body sprays, and other products from The Men’s Shop at Bath & Body Works at the highest-profile basketball events in the world. 

In addition to product sampling and trial at the custom experiential footprint, Melt negotiated integrated marketing partnership opportunities with the Atlanta Hawks, Cleveland Cavaliers, Milwaukee Bucks, and the Denver Nuggets, including fan premiums, in-arena LED video boards, social/digital posts with teams, a paid social campaign, website takeover and digital ads, virtual on-court signage, and an in-game lucky row promotion.