Once again, Donald Trump's "The Apprentice" has proven the ideal venue for a consumer product marketer to promote a brand as part of a branded entertainment deal with the popular show. Fast food
companies have done it, and now it's Gillette's turn. This week the company's new Fusion Razor, with its five-blade shaving surface technology, was woven into the show, where a sweepstakes was also
announced. In the show, two teams faced off in a marketing campaign that used text messaging to promote the razor. Teams selected keywords--"Closer" for team Gold Rush and "Five Blade" for team
Syngery--to persuade cell phone users to send a text message to learn more about the product. The teams then hit Times Square in New York to attract text messages. Team Gold Rush received 683 text
messages in the task versus team Synergy's 458 text messages. The sweepstakes includes a five-day trip for two to New York, hotel accommodations at Trump Towers, $400 spending money and a $300
Jean-Georges Restaurant gift certificate.
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