Eric Mower and Associates’ (EMA) integrated campaign for Remington Products® — "Face of Success" — was recently featured in the Gulf Coast Business Review, outlining the experiential marketing campaign that targets the hard-to-reach 18- to 34-year-old males.
The Gulf Coast Business Review, a weekly newspaper for business leaders on the Gulf Coast of Florida, included the campaign in its special creativity issue, which featured top Creative People on Florida’s Gulf Coast.
View the full article here.
Remington’s three-month holiday promotion ended January 15 and armed young men with the tools to look and feel their best, and encouraged them to create their own "face of success" by experimenting with different grooming and hair styles.
At the core of the campaign were a national sweepstakes and an interactive microsite and game designed to heighten customer engagement with the brand and leverage word-of-mouth. After entering the sweepstakes promotion at www.RemingtonFaceOfSuccess.com for a chance to win a trip to Las Vegas for four, consumers took the Face of Success Challenge, an interactive game that lets young men create their own avatars and test their looks — and best lines — on the game’s five female characters.
The avatars have conversations with the women — from the blonde bombshell to the girl next door — to gauge their responses and see how much "face time" they get. The game provided an engaging and personal experience for each player while approaching grooming in an entertaining way to draw them back to the site again and again.
The overall campaign was supported by EMA through public relations, a sweepstakes, social media and advertising to promote Remington’s products in the men’s grooming and shaving category. Public relations activities included outreach to traditional media and bloggers while social media for the campaign featured a Facebook page, which provided updates on the sweepstakes, as well as the Twitter posts of the five female characters. In addition to the Twitter pages, each character had individual MySpace pages. There, they provided pointers and plenty of "do’s and don’ts" for guys. The social media support also included targeted content for social bookmarking sites, with topics including the Top 8 Smoothest Moments in Film and Top 10 Things You Can Say You Did in Vegas That Sound like Lies (but aren’t). Stella, one of the game characters, also used conducted Twitterviews with two leading "authorities" on pick-up lines, including JDOG, who was a co-host of VH1’s "The Pickup Artist."