Dove’s Campaign Development

The FASTForward Blog: Dove (Unilever) is taking social networking to a whole new dimension as it relates to campaign development: they’re letting customers not only create ads (which they did last year) but vote on them and then announce the winner at the Oscars. Someone has looked at every angle of cross-integration for this (including mobile voting).
I can’t even feel comfortable calling it either a promotion or an event — it’s both and more. It’s synthesis in a decidedly different way that is a mashup of sorts, but focused on reframing and repurposing existing methods in unexpected ways. It introduces an interesting leap from incidental product positioning in productions (actor drinks well-displayed Coke during scene) to intentional co-event creation.
What’s also interesting is how significant a role the metrics played to reinforce additional investment this year.
“…last year’s campaign leading up to the Oscars resulted in over 1.5 million people visiting the official entry site at dovecreamoil.com, and the company got more than 1,200 ad submissions.”
Advertising + Social Networking = New Equation by Paula Thornton [The FASTForward Blog]