Gillette recently launched a bold campaign entitled, "The Walk of Gillette", that places its three (3) key athlete endorsers - Derek Jeter, Tiger Woods, and Roger Federer - in an unforeseen setting (the 1970's). The campaign is designed to spark a "Here's to Confidence" movement that drives consumers to sign up for the chance to win a free Fusion Razor. Gillette is supporting the campaign by giving away free Fusion razors to the first 500 registrants on the promotional page every day for a month from April 16th through May 16th.
What's unique about this campaign?
Gillette is going to feature the 60-second ad on the jumbotron during 17 Yankees home games over the course of the next month (have we ever seen a company leverage this inventory to push a national media campaign?). They are complementing the in-game spot by offering an SMS promotion that will give away free Fusion razors to the first 1,000 Yankees fans that respond to an in-game SMS promotion. After hearing a Gillette PA announcement, fans are asked to text in a special short code to receive a short code that they can redeem on Gillette's promotional page for the chance to win a free Fusion razor.
The unusual campaign, which emphasizes the confidence consumers feel when using Gillette products (versus a focus on product attributes), is proving to be very popular in its early stages of existence. Since its launch two (2) weeks ago, the Gillette's "Stayin' Alive" piece has garnered over 500,000 views.