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BEAUTY/HAIRCARE |
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John Frieda (Kao Brands) Kate Fortlage Brand Manager 2535 Spring Grove Ave. Cincinnati, OH 54214 203-353-5100 kate.fortlage@kaobrands.com www.kaobrands.com
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The hair brand works with MS3 Marketing for an eight-month”Sheer Blonde Entourage” campaign supporting its Sheer Blonde collection. Blonde women are are invited — through street teams, radio, print, and online advertising — to enter a sweepstakes to attend 2,000 special events held throughout the U.S. Some of these activities include a small concert with singer Natasha Bedingfield in New York City, a VIP dinner at Buddakan in Philadelphia, attending the Sony Ericsson Open tennis tournament in Miami, and an after-hours shopping excursion at a Beverly Hills boutique. The ForBlondeOnly.com microsite features a listing of all the events as well as coupons, styling tips, and product details. (MS3 Marketing, Dave Bidwell, 4579 U.S. Highway 9, #100, Howell, NJ 07731; 732-987-3400; info@ms3marketing.com; www.ms3marketing.com) |
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CONSUMER PRODUCTS |
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Unilever North America (Degree Women) Malini Patel Brand Manager 205 N. Michigan Ave. Chicago, IL 60601 312-661-2456 www.unilever.com |
Mary J. Blige joined Unilever’s Degree Women to launch the brand’s new Natureffects anti-perspirants and deodorants with a free concert in New York’s Times Square. The R&B singer is currently promoting her album, Stronger With Each Tear (Geffen, released Dec. 21, 2009). The brand also pledges to promote Blige’s women-focused foundation, FFAWN. Fans can watch highlights from Blige’s performance at the brand’s Facebook page (Facebook.com/DegreeWomen). |
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ENTERTAINMENT |
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Valpak Chris Bilotta Director Promotions 8605 Largo Lakes Dr. Largo, FL 33773 727-319-5496 chris_bilotta@valpak.com www.valpak.com
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Direct marketing firm Valpak ventures into the world of “augmented reality” promotions in a seven-week sweepstakes for Martha Stewart Living Omnimedia and The Martha Stewart Show (distributed by NBC Universal Domestic Television Distribution). Viewers of the daytime show were able to win a trip to a New York taping by visiting Marthastewart.com/viptrip. During the sweepstakes, more than 40 million households received a Martha Stewart-branded Valpak Blue Envelope in their mail. Each envelope featured a black-and-white “M” symbol that accessed an augmented reality (AR) instant win message on the sweepstakes site. Envelope recipients were able to visit the site and hold the symbol up to a webcam to find out if they were one of 150 instant winners of Stewart’s new book, Everyday Food: Fresh Flavor Fast. The augmented-reality symbol unlocks additional site content including a video greeting from Stewart and previews of upcoming show segments. (Martha Stewart Living Omnimedia, Lee Heffernan, SVP Integrated Marketing, 11 W. 42nd St., 25th Fl., New York, NY 10036; 212-827-8555; lheffernan@marthastewart.com; www.marthastewart.com) |
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ONLINE |
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Jenn-Air (Whirlpool) Juliet Johnson 2000 North M-63 Benton Harbor, MI 49022 269-923-7440 juliet.m.johnson@jenn-air.com www.jenn-air.com
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The maker of kitchen appliances aligns with digital marketing agency Digitas and video content creator RedLever for “In The Kitchen,” a 10-part webisode series. Each show introduces a contestant as he or she cooks dinner for a friend or relative. The participants have two hours to complete the meal, using a set list of ingredients, equipment, and table décor. The meals will be judged by cooking personality Tori Richie on technique, taste, presentation, and ingenuity, with a winner receiving a complete collection of Jenn-Air appliances. Viewers also are invited to vote online for their favorite contestant and enter to win a Jenn-Air beverage center. (RedLever, Richard Shore, COO, 1322 Third St. Promenade, 2nd Fl., Santa Monica, CA 90401; 310-382-5500; info@red-lever.com; www.red-lever.com. Digitas, Kim Roman, 355 Park Ave. S., New York, NY 10010; 212-350-7822; kroman@digitas.com; www.digitas.com) |
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Verve Music Group (Universal Music Enterprises) Nate Herr SVP/GM 1755 Broadway, 3rd Fl. New York, NY 10019 212-331-2024 nate.herr@umusic.com www.vervemusicgroup.com
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Katherine McPhee’s sophomore album, Unbroken, has failed to gain much traction since its January 5 debut, so to help boost the effort: •eHarmony hosted a contest tied to McPhee’s “Lifetime” song awarding one winner a phone call from the singer to collaborate on an ideal wedding playlist. Facebook fans were invited to host listening parties, with the member attracting the most guests receiving a copy of the album, a catered pizza party, as well as a personal call from McPhee. •McPhee’s website created a special VIP feature that attracted 30,000 members in six months. •McPhee aligned with Blair Fowler, the teen host of the YouTube channel, Juicy Star 07, for two videos that have received more than one million views. •Kat’s Karaoke Challenge asked fans to take videos of themselves performing to her “Had It All” song and upload them to Facebook. Fans then select their favorites. |
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