Schick and Sanrio’s Hello Kitty brand have erected a mural in NYC that grants exclusive access to a presale site. The activation taps into consumers’ love for social sharing during a resurgence in mural popularity.

In celebration of Hello Kitty’s 45th anniversary, Schick Intuition is releasing two limited edition Hello Kitty razor gift packs. A presale event will take place from June 10-24, with two ways of gaining access.

Consumers can visit the mural in person at 341 7th Avenue in the Chelsea neighborhood of NYC and take a photo of a hidden QR code. Doing so will unlock access to a presale website.

Meanwhile, fans outside of New York can post a picture of their favorite “Kawaii” moment (Japanese for “cute”) on Instagram tagging the official Schick Intuition and Hello Kitty accounts, along with the hashtags #Kawaii #SchickIntuitionxHelloKitty. Schick Intuition will respond with a link to the exclusive presale event.

Schick partnered with a number of Instagram lifestyle micro-influencers to promote the activation including Maria “bbybliss” Vargas, Karen Pagtama Hickman aka “littlesweetkaren” and Messy Pink.

Exclusive pre-sale events tap into consumers’ FOMO and are becoming more common on social media. Last February, Nike hosted a Snapchat-exclusive pre-sale event for its Nike’s Air Jordan III “Tinker” shoe. They sold out in 30 minutes.

A quick Instagram search reveals over 11 million hashtags about murals—a testament to the rising popularity of the medium both for personal enjoyment and advertising.

In October 2018 Snapchat unveiled a Marker with Snapcode template that creates Lenses over existing images such as a poster or mural. The first template was “Angel Wings,” an augmented reality filter that superimposed wings onto photo subjects posing in front of a Los Angeles mural.

In an age of “travel brags” and “Insta-worthy” experiential marketing, it’s no wonder that brands are turning to murals at a growing rate to foster brand affinity and awareness.

Beer brand Pabst Blue Ribbon even created an internet holiday—National Mural Day—on May 7. The first annual event connected artists with local wall owners. As part of the celebration, murals were erected in several cities around the US.

Schick parent company Edge Personal Care has increased its focus on e-commerce in recent years, launching a flagship store in China’s retail site, a direct-to-consumer (DTC) Schick shopping site and an expansion on Amazon. In May, Edge Personal Care entered into a $1.37 billion agreement to purchase DTC shaving subscription brand Harry’s.

According to the company’s FY 2018 financial report, 100 percent of marketing efforts for Schick Hydro in the US and Canada are now digital.