Gillette tapped a little star power in real estate mogul Donald Trump to build buzz around its Fusion razor on The Apprentice, and is leveraging its sponsorship with a sweepstakes.
The company was the latest featured in a brand integration deal on the hit reality show, which aired Monday. During the episode, teams faced off in a marketing campaign that used text messaging to promote the Gillette Fusion 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.
To promote the Gillette Fusion razor, teams 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.
“Showcasing Fusion on The Apprentice was a terrific way to build buzz for the product shortly after it arrived on store shelves,” Kara Salzillo, Gillette spokesperson, said yesterday. “The show also enabled us to reinforce Fusion’s features and benefits in a unique way.”
The Gillette Fusion Razor features a five-blade shaving surface technology, designed to give users a closer shave with less irritation. The razor retails for $9.99.
HipCricket, Inc., Essex, CT, handled text messaging services. Teams used HipCricket’s short code and software to collect the messages. Consumers received a promotional message for Gillette Fusion for each text message they sent, HipCricket President and COO Wes Bray said.
To further extend the brand, Gillette has launched a sweepstakes, which dangles 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.
Consumers can enter the Five Days in New York sweepstakes by logging on to Apprentice.tv.yahoo.com/trump/05. There, consumers can register online or opt to receive text messages. Text messages will include fun facts about The Apprentice and Gillette Fusion. Each return text message will count as a sweepstakes entry.
The sweepstakes is open to consumers 18 and older runs through March 13. EPrize, Pleasant Ridge, MI handles. Online materials support.