To draw attention to its hotline-driven sweepstakes for Grammys tickets, Dove released “Now That’s What I Call Hot!,” a nostalgic infomercial reminiscent of the early 2000s that included shots from its “Let Your Body Body Vol II” music video with Y2K-inspired graphics.
“Y2K nostalgia works because it brings instant cultural familiarity, while still leaving room to evolve the message for today,” Raghavan explained. “As early-2000s hits find new life on platforms like TikTok, this approach lets us naturally connect with both Gen Z and millennials.”
Dove first launched Hot Seats last year, with an exclusive pop-up gig in Brooklyn featuring musical duo Sofi Tukker, inviting customers to claim tickets. It then orchestrated a series of scavenger hunts across U.S. cities (Austin, Minneapolis, Chicago, and New York) for fans to win tickets to Charli XCX’s sold-out Brat arena tour. Dove customers also secured tickets to the Chicago music festival, Lollapalooza.
