This week we announced the launch of a shiny new integrated campaign with RB’s leading skincare brand, Clearasil. Offering teenagers the chance to win an exclusive performance for their school from X Factor finalist Amelia Lily, the campaign was designed to promote the launch of Clearasil Ultra® Blemish + Marks.
Targeting 13-17-year-olds, the multiplatform campaign which runs across Xbox and MSN emphasises our commitment to consumer-centric solutions, by delivering a range of captivating and engaging content to Clearasil’s target audience across platforms they love to engage with.
It’s exciting to really work with our diverse ecosystem of media and do something really creative to deepen brand engagement for Clearasil. This campaign is proof to being smart about different platforms and the role they serve, not just simply pushing out content for the sake of it.
The deal (which was established by ZenithOptimedia) allows users to enter the competition through an interactive advertising experience exclusive to Xbox Live and MSN. Via the dedicated Branded Destination Experience (BDE) on Xbox Live, entrants will also be able to access exclusive videos of Amelia Lily and find out more about Clearasil Ultra® Blemish + Marks.
The Xbox feature of the campaign – which is Kinect enabled - will be supported by content on MSN. We feel that the campaign illustrates the seamless experience Microsoft creates for brands to connect with their audiences in a more valuable way.
We were over the moon to be chosen as sole marketing partner for the launch of Clearasil Ultra® Blemish + Marks - the integrated campaign will run for 10 weeks, with the chosen school selected at random. Footage of the winning school’s performance from Amelia Lily will then be hosted on the Xbox BDE and MSN hub following the event, allowing the winners to share their experience with friends and family.
Check out the campaign and let us know your thoughts!
Until next time,