Mixing Marketing With Social Games and Extreme Sports
NY Times Article Features Mindshare Video Marketing Campaign For Degree Men
By ELIZABETH OLSON
Excerpt below, read entire article by accessing http://tinyurl.com/7gb2zc4
DEGREE MEN, the deodorant by Unilever, is starting a video marketing campaign that aims to increase the brand’s interaction with its core consumers by offering content tailored to social gaming sites.
Degree Men’s campaign for its Adrenaline deodorant line, which began last week, has adopted the engagement strategy “to evoke emotion from the consumer and create a conversation,” said Cindy Gustafson, managing director at Mindshare, a GroupM company owned by WPP. Mindshare oversaw Unilever’s online distribution and helped coordinate filming of the videos.
The Master of Movement campaign’s first week produced 9.1 million video views, of which 93 percent watched a video in its entirety — a retention rate that Ms. Gustafson described as “incredible.”
Degree Men’s videos, produced by Mindshare Entertainment, seek to tie pulse-racing adventures to the deodorant line’s new MotionSense technology that responds to wearer movement by releasing bursts of fragrance to fend off sweat and odor.