Jason Temming assocate director at Starcom said there was obvious synergy for Gillette at Sports Illustrated when it comes to reaching men, 18-24 who control their media.
"That's why mash-up technology was such a great fit."
Stacey Vollman, general manager at SI.com said that the concept of mash-up also mean application in a controlled fashion,
since there was a lot of potential for the kinds of user-content that Gillette would not want to be associated with, eg, profanity. "We controlled the original content," said Vollman, "But
let users create their content, through in-house design teams that developed the interface." She said SI.com also monitored language so profanity wouldn't get uploaded along with video mashups, since
users could create their own titles, as well, "Which helped Gillette feel comfortable."
Users could insert original music from an underground band named "Ear Worm," do fade-in-fade-outs,
creative overlays, per Vollman, who added that there was a viral component as well. "You could rate it, and we got up to 100,000 viewers who did that. You could email it to
friends, as well," she said.
The effort included a Facebook application, which, per Vollman, had 60% higher than normal adoption rate than average for Facebook, per Doug Brodman, digital
manger at MediaVest. "It stood out," he said.
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