||Clearasil Campaign Taps Facebook, Lollapalooza
Clearasil is launching a summer-long, music-oriented campaign via a Facebook application and sweepstakes.
"Rock Your Skin" marks a new brand approach, says Kevin Harshaw, marketing director of personal care at Clearasil parent company, Reckitt Benckiser. The effort targets young adults via online and integrated experiences and leverages the "summer break" and "back to school" season as an opening for consumer communication.
"We know that music and Facebook play important roles in the lives of many of our young adult consumers, so it makes sense to start there," Harshaw says in a release.
The "Rock Your Skin" Facebook application is housed on the Clearasil brand page. It features a sweepstakes that will send two Facebook fans on a trip to the Hard Rock Hotel in Chicago with free 3-day passes to Lollapalooza Music Festival, August 5 to 7. Five additional winners will receive a prize pack of assorted products. The sweepstakes began June 22 and runs through July 22.
While in Chicago, contest winners will be able to join celebrities, music industry VIPs and media at the Clearasil "Rock Your Skin: Vibe + Revive Lounge" housed within Chicago's Hard Rock Hotel. The lounge will function as a retreat from the festival grounds and will offer refreshments, mini facials, chair massages and samples of Clearasil products. Musicians will be asked to autograph the Clearasil official guitar, which will later be given away via Clearasil's Facebook page.
Clearasil will use its Facebook page via status updates and photos to keep fans that aren't at the concert in the loop. The brand will also hit the festival grounds all three days to distribute product samples and coupons to over 32,000 festival-goers through mobile Clearasil street teams.
(Source: Marketing Daily, 06/22/11)
What's In It For You:
Nearly every sponsorship now has a social media element designed to engage consumers. If your target demo is under 40, social media and digital touchpoints are keys to whether a prospective sponsor will take your proposal seriously. Of course, this campaign also includes standard elements with which Radio stations are abundantly familiar: a concert event, sampling and couponing, and a sweepstakes. Find out what your sponsorships prospects' social media and other digital goals are and integrate them into your campaign.