A new integrated campaign, designed and programmed by Eric Mower and Associates (EMA), for Remington Products® — “Face of Success“— launches today. The holiday campaign arms young men with the tools to look and feel their best, and encourages them to create their own face of success by experimenting with different grooming and hair styles.
At the core of the campaign — targeted to 18- to 34-year-old males — is an interactive microsite and game designed to heighten engagement with the brand and leverage word-of-mouth (WOM) promotion. In addition, EMA has added significant dimension to the campaign by including a number of other key initiatives, including public relations, a sweepstakes, a social media component, and print and broadcast advertising, to promote Remington’s products in the men’s grooming and shaving category.
“When you feel good about yourself, that confidence can influence other parts of life, such as your career and relationships,” says Drew Fiorenza, VP of Sales and Marketing, North America, Remington Products.
After entering the sweepstakes promotion at www.remingtonfaceofsuccess.com for a chance to win a trip to Las Vegas for four, young men can take the Face of Success Challenge, an interactive game that provides an engaging and personal experience for each player while discussing grooming in an entertaining way.
In the Face of Success Challenge, players create an avatar by choosing from a combination of hair styles and facial hair, and then put their pickup skills to the test on five female characters —from the blonde bombshell to the girl next door. The avatars have conversations with the women, gauge their responses, and see how much “face time” they get. Afterward, a game character called the “wingman” offers the young men tailored tips on what might have worked better based on their looks and their pickup lines.
Watch a video demonstrating the Face of Success Challenge here.
Supporting the promotion is a Facebook page that provides updates on the sweepstakes, as well as the Twitter posts of the female characters. In addition to the Twitter pages, each character has an individual MySpace page. There, they provide pointers and plenty of “do’s and don’ts” for guys. The social media support also includes targeted content for social bookmarking sites and a Flickr group, where consumers can share their best pickup lines.
The creators of the campaign are EMA’s Brand Promotion and Pump Digital & Direct groups. The agency’s retail expertise was recognized by PROMO Magazine, ranking EMA No.8 among the top retail agencies in the United States. Pump Digital & Direct leverages advanced technology, behavioral science and creativity to enhance online interactive communications with clients’ consumers.
“This is a perfect example of how EMA uses its integrated communications approach to develop insight-driven and key prospect-focused campaigns,” says Patricia Courtois, partner at EMA, who also leads the Remington team.
Starting Oct. 15, entrants may register for the Sweepstakes at www.remingtonfaceofsuccess.com, and once registered, may enter once per day through Jan. 15, 2010. Entrants must be at least 21 years old, and there’s no purchase necessary to enter. Site visitors and game players will also receive a special discount code for the purchase of select Remington grooming and shaving products. For more information on the Face of Success Sweepstakes, including the OFFICIAL RULES, visit www.RemingtonFaceOfSuccess.com.