• by OMMA Magazine Writers , August 22, 2011

This truly integrated campaign combined print, TV, digital, mobile, PR, social and retail to create an ownable presence for Dove Men+Care during the NCAA tournament. All channels had distinct roles in driving awareness, engagement and purchase, but flawlessly worked together to surround the consumer with the message. Especially successful was the use of multiscreen engagement where TV ads drove strong engagement on both the mobile and desktop Web sites. Up to 20 percent of total engagement occurred on the Web site during some key TV air times.