DESCRIPTION: An exciting promotional campaign to launch "S" by Shakira, Shakira's first fragrance, in a high-energy environment with keepsake fragrance sample cards and engaging, bi-lingual brand ambassadors during Shakira's 2010 The Sun Comes Out U.S. tour.

PARAMETERS: A 7-city concert focus with 10 sampling stations, 10 attractive banner displays, 10 brand ambassadors, a remarkable media loop, and 4 additional points of reference within each venue.

PROMOTIONAL IMPACT: "S" by Shakira brand ambassadors sampled high percentages in all 7 cities and delivered lasting impressions to thousands of concert goers each night. The program lead to immense visibility for the brand and created an enormous popularity for the fragrance through word of mouth.