Talk about inside football. Gillette is promoting its Clinical Clear Gel deodorant line with an online Web series and an unusual cross-promotion and sweepstakes around an aptitude test that NFL wannabes have to take. The company has begun a branding association with the Wonderlic test, used by the NFL for pre-draft assessments of a prospect's problem-solving abilities as part of its Scouting Combine.
The 84-year-old, eponymous testing technology company counts the U.S. Navy, the Department of Energy, post-secondary trade and technical schools, and aerospace companies among past clients. Parenthetically, Wonderlic underwent a rebranding in 2010.
Gillette's tie-in, "The Gillette Deodorant Pressure Points Test," is essentially a customized version of the examination at www.GillettePressurePoints.com, where people get four minutes to complete 15 questions. There is an associated sweepstakes, “The Gillette Deodorant Pressure Points Sweepstakes powered by Wonderlic,” for anyone who takes the online exam and then opts in with personal data for the promotion. Six winners will be flown to Exos, the facility where athletes and Combine prospects train. At the venue they get a three-day training course that is similar to what NFL candidates go through before the scouting confab.
There is also a Web-content series running through May 14 called “Pressure Points.” The program comprises eight online videos at NFL.com and Gillette.com focused on draft prospects Jadeveon Clowney, Eric Ebron and Aaron Murray. The videos show them training for the NFL Scouting Combine and 2014 NFL Draft.
Last fall, the company linked up with Green Bay Packers linebacker Clay Matthews, New York Giants wide receiver Victor Cruz, New England Patriots wide receiver Danny Amendola and Tampa Bay Buccaneers running back Doug Martin, and John Brenkus, creator and host of Sport Science, for another program focused on NFL skills. The “Precision Play of the Week” social media program on Facebook had Brenkus giving a breakdown of best plays. Consumers could answer a technical question on the game play for entry into a sweepstakes.