• by Aaron Baar , April 27, 2010

Taking its name almost literally, Henkel brand Tone is launching a music-oriented online marketing campaign that promotes the brand's new Daily Detox body wash, while also giving consumers access to music videos from Epic artists, such as Shakira and Jennifer Lopez.

The Tone VideoBox operates like a "modern-day online version of the juke box," says Richard Shore, chief operating officer of RedLever, the branded content company that developed the technology and partnership. Through the tool, which operates like an expandable banner ad, consumers can see videos from top artists, as well as other content such as behind-the-scenes footage and artist interviews.

"Music as a content genre is very successful with online audiences," Shore tells Marketing Daily. "It aligns very well with the artists in the video box and the customers the brand is trying to reach."

The VideoBox will feature artists such as Shakira, Jennifer Lopez, The Fray, Vedera and The Script. On the application, users can click just to see the artist of their choosing, as well as behind-the-scenes footage of shooting the featured video. The branded application also gives users opportunities to click links to learn more about Daily Detox, download a coupon for trial and enter a sweepstakes to win a spa trip for two.

"The Tone VideoBox is an excellent way to deliver the message about our new product while entertaining our audience with some of the best musicians in the world," said Celeste Calderon, brand manager, in a statement. The VideoBox is part of a larger integrated marketing campaign that includes a partnership with MTV and brand integration with the network's reality show, "The Hills."

Although the Tone promotion is the first to use the VideoBox technology for a national campaign, Henkel (Tone's parent company) bought the concept based on a test that RedLever had done for McDonald's a few months ago, Shore says. The Tone VideoBox will run on sites targeting young women on the Joost Video Network of syndicated Web sites (of which RedLever is also a part), Shore says.