RB’s skincare brand Clearasil and Microsoft Advertising have launched a campaign to offer teenagers the chance to win an exclusive performance for their school from X Factor finalist Amelia Lily.
Designed to promote the launch of Clearasil Ultra Blemish + Marks, the deal established by ZenithOptimedia will allow users to enter the competition through an interactive advertising experience exclusive to Xbox Live and MSN.
Aimed at reaching 13-17-year-olds, the multiplatform campaign features a dedicated Branded Destination Experience (BDE) on Xbox Live, entrants will also be able to access exclusive videos of Amelia Lily and find out more about Clearasil UltraBlemish + Marks.
The Xbox feature of the campaign – which is Kinect enabled – will be supported by content on MSN.
As Clearasil’s sole marketing partner for the launch of Clearasil Ultra Blemish + Marks, the integrated campaign will run for 10 weeks, with the chosen school selected at random.
Footage of the winning school’s performance from Amelia Lily will then be hosted on the Xbox BDE and MSN hub following the event, allowing the winners to share their experience with friends and family.
James Hayr, Head of Advertising Solutions at Microsoft Advertising, said: “The campaign represents our commitment to consumer-centric solutions, offering a range of captivating and engaging content to Clearasil’s target audience of teenagers. Microsoft was a perfect fit for the campaign, with Xbox and MSN both identified as platforms this audience loves to engage with.
“We have a diverse ecosystem of media that together presents a very powerful opportunity for advertisers to do something really creative, deepening brand engagement. It’s all about being smart about the platforms and the role they serve, not just simply pushing out content for the sake of it.”
Jérôme Lemaire, RB UK Marketing Director commented: “We are very excited to be working with Amelia Lily as part of the Clearasil Ultra® Blemish + Marks launch. Amelia’s youth and energy fit well with the Clearasil brand, and we are really pleased to be able to work with Microsoft to offer this ‘money can’t buy opportunity’ for teens to see her perform at their own school.”
Nicole Allen, Planning Manager at ZenithOptimedia, added: “We are very excited about the launch of this campaign. Microsoft and Amelia Lily are the perfect partners for Clearasil, especially given the challenge of engaging with a hard to reach audience as authentically as possible, across multiple platforms.”
