Anything can happen at 3AM, so in order to launch Sean John's new fragrance in a disruptive way, Parlux partnered with Monster Media for a complete retail rollout. Monster Media activated three uniquely interactive footprints to immerse shoppers in Diddy's fresh, cool and sexy new fragrance. We asked shoppers, "What are you doing at 3AM?" Each footprint let shoppers tell us their crazy stories. From selfie snapping interactive tablets and an interactive storefront window at Macy's Herald Square to video-recording booths within premier locations across the nation, shoppers told us their 3AM stories. Monster Media activated a network of 25 interactive tablets and 8 video booths, nationwide, in leading retailers like Macy's and Dillard's. Once users submitted their shenanigan-filled stories, they were able to share their videos and photos with friends online via social media. The 3AM fragrance launch was an unstoppable force.