• by OMMA Magazine Writers , August 22, 2011

Ryan Partnership aimed to establish credibility with Dove Men+Care's target, men ages 25-45, by placing interactive rich-media units themed around the NCAA tournament on top sports sites. In videos, Earvin "Magic" Johnson, Bobby Hurley and John Thompson talked about family relationships and memorable NCAA moments - all ways each became "comfortable in my own skin." Users could also take an NCAA trivia quiz and enter a contest for a chance to meet Johnson. Result: high interaction rates on sites where users are typically difficult to engage.