DLeeDo: Viral Second Place

Posted on by Chief Marketer Staff

AWARD CATEGORIES: Viral Promotion (First Place)
CAMPAIGN: DLeeDo
AGENCY: LeadDog Marketing Group
CLIENT: Glacéau Vitaminwater

This promotion began with a plan to promote Vitaminwater’s partnerships with famous athletes and ended with a sports star getting a very public Mohawk haircut.


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About LeadDog Marketing Group
An integrated marketing agency that takes a strategic approach to creating the right solutions based on your key objectives and our big ideas.

Clients: VitaminWater, NASCAR, SeventhGeneration, NHL, Wildlife Conservation Society, and more

Our Work: View our portfolio here

Case Study: View our Case Study on The D Lee Do

The online viral promotion from LeadDog Marketing Group let visitors virtually cut and style New York Nicks’ David Lee’s hair in a 3D barbershop of old branded by Vitaminwater, retail partner Fairway and ESPN.

Players could choose a “sidekick” who sat in the barbershop and commented on the haircuts. People could then upload photos of themselves or a friend, “try on” the hairdo they created for Lee and send the photo e-cards around to friends to encourage them to join the fun. The cards included a link back to the site.

Every 15 minutes during play, a Vitaminwater delivery truck drove by the barbershop window in the background to catch the eye of players. People voted for their favorite haircut and could enter a sweepstakes that sent three grand-prize winners to a New York barbershop to watch Lee get the cut at the final event, which received plenty of media attention. Through a partnership with Madison Square Garden, the promotion was announced at games and Knicks’ fans could vote via text message for their favorite haircut.

The three-week campaign, designed to attract males 18- to 39-years-old, was promoted on Web and social networking sites. Some 25,0000 “scratch-and-win” coupons for Vitaminwater were distributed at retail stores, along with pole toppers, header cards, statics and lollipops for the standees that drove traffic to the Web site.

Sales of 20-ounce bottles of Vitaminwater, marketed by Glacéau, increased 24% overall, and 101% at Fairway. More than 6,000 site visits were recorded.

Online Exclusive Video from LeadDog:

Behind the scenes making of this campaign

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