Unilever begins online promotion for Thermasilk
By Adnews Staff
Unilever has begun an online promotion called "Hit On My Hot Guy" for its Thermasilk line of hair care products. The effort, aimed at 15- to 24-year-old women, is based on a website at <http://www.hitonmyhotguy.ca>. Visitors to this site can construct a "Hot Guy" and send it to friends in order to win prizes. The site also contains hair care advice. The initiative is being operated in association with the AOL Media Network in the form of an online poll called the "Hot Guy Face-Off." Participants in this poll will vote on the hotness of various male celebrities. The campaign, which began on Oct. 13, includes exposure on various Canadian Internet properties, including AOL Canada. "This campaign allows us to reach an Internet savvy audience with our key brand messages in a relevant and creative way," said Shachin Ghelani, assistant Thermasilk brand manager. "The site combines two things that are very important to this target: Guys and their hair. In terms of driving awareness of the program, the interactive contest and microsite through AOL are great ways of driving additional awareness of the program in a very unique way." The campaign was created by Capital C. Media buying was handled by PHD Canada. Both agencies are based in Toronto.