The objective of this campaign was to create a global launch for got2b magnetik, the first ever hair gel and pomade infused with pheromones. The demographic that we targeted was hormonally intoxicated young men between 18 and 24.

We wanted to promote the unique promise of magnetik, that this stuff actually gives guys a chemical advantage to attract females. To communicate that idea, we used molecular models to create simple demonstrations of the powers of pheromones. And then developed a website laboratory that gave visitors a chance to experiment and build their own sexually charged molecular models.The navigation was fairly straightforward. From the homepage, a visitor could choose to find out more about the product, get a free magnetik poster, or enter the magnetik lab to perform their own experiment. Clicking on the “enter the lab” option took them to a page where they could drag and shape two molecular models into any position they chose. Once they finished their sexual molecule, it could then be named and emailed to a friend.