Unilever will use some unusual input from consumers and NBCUniversal for a series of on-air and online advertising to start up a new campaign for Clear Scalp & Hair Therapy.
The campaign "Best Night Ever" uses technology called Interlude to enable users to decide what happens next in the story of two characters, Chloe and Logan, whose great-looking hair helps them move past the velvet ropes into hot nightclubs.
For example, choices include everything from whether to follow Chloe or Logan through the club to where to go once inside -- the bar, lounge, or DJ booth -- and deciding whether the DJ should “heat it up” or “slow it down” on the music front.
Each week, story choices from users will be tracked and will determine how the story unfolds in on-air vignettes and online videos. NBCUniversal's integrated marketing group and Mindshare Entertainment put together the deal.
A 15-second on-air teaser starts May 14 on "America's Got Talent" and continues through sweeps week. Beginning May 21, one celebrity each week will make their on-air debut in a series of spots, including Jane Krakowski of NBC's “30 Rock," Andy Cohen of Bravo's “Watch What Happens Live,” Giuliana Rancic of “E! News,” Style’s “Giuliana and Bill” and “Saturday Night Live” alum Tim Meadows.
The series ends the week of June 11. The campaign will run across NBCUniversal networks including: NBC, Style, Oxygen, E!, and Bravo, as well as Web site NBC.com, MyStyle.com, Oxygen.com, Eonline.com, Bravotv.com and DailyCandy.
John Shea, executive vice president and chief marketing officer of integrated media at NBCUniversal, stated: “In today’s crowded marketplace, it is more important than ever to rise above the clutter with breakthrough creative that engages audiences in new and unexpected ways."