MediaPost is reporting that Kimberly Clark is going to unleash a consumer generated content (CGC) campaign for their DentaBurst Teeth Cleaning product. It starts right around Valentine’s Day targets young women, aged 19 to 25 who go to movies and are online. That probably accounts for 95% if that category.
The campaign will be fully integrated with this phase initially encompassing a thirty second commercial shown in movie theatres in which a young women calls on people to “replace me on the big screen nationwide. Upload your own video at dentaburst.com”. The commercial will show young people using DentaBurst throughout the piece. But that’s not all. In this contest, the winner will get $10,000 for “the party of your dreams”.
A few things…
I’d suggest having multiple winners. Keep those five as winners. Have them go national. The important thing here isn’t being #1, it’s being on the big screen. A larger (and hopefully more diverse) pool of winners could make the entire effort more democratic and more tangible to its target audience. I’d say it’s more common for young people to want to “be like them” as opposed to “be like her”.
I’d also can the line “party of your dreams”…unless DentaBurst is specifically going to spend the money on a party. That’s because the $10,000 can come in handy for things like college tuition.
No Comments » Posted on February 4th, 2008 by Jonathan Trenn
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