• by August 26, 2008

Taking a wild guess that young men like models in bikinis, MediaVest married the most advanced online programming techniques with the most traditional cheesec a k e v e n u e , creating a video m a s h - u p o f Sports Illustrated swimsuit models for the Gillette Fusion Power Phenom launch. The site puts Swimsuit Issue fans in the director's chair and lets them edit clips of their favorite models that can be sent to friends, posted on a blog or attached to a Facebook profile. More than a dazzling use of in-browser technology, the program blended girl-watching with the ugc vibe for a digital must-see. The site drew 650,000 page views and put thousands of videos into the Web ecosystem, helping Gillette's new razor make the cut in the social media world.