Unilever is working with mobile rewards app Viggle to launch a new campaign for its Dove Men+Care range, that will ask men to check their phones and watch a video in exchange for free products.
Viggle recognises audio signals from TV programs and rewards points based on what the networks or sponsors are willing to fund.
Those points can be redeemed for such things as movie passes or gift cards from vendors such as Starbucks, Barnes & Noble, Best Buy and JCPenney.
Fans who check into NCAA basketball games within Viggle will get the chance to earn extra points by watching the Dove “Journey to Comfort” videos.
Fans will also have access to a Viggle Dove Men+Care NCAA tournament page featuring live tournament stats, discussions, “Journey to Comfort” talent videos, and opportunities to purchase Dove Men+Care products through Amazon.com.
People check into at any time using Viggle will be different from the one running during the program.
“We wanted to reach our guy absolutely everywhere he’s ready to consume the message,” said Rob Candelino, Unilever marketing director-personal wash. “This is pioneering technology we’re really excited about. We think it’s very cool, and the opportunity for us to go one step further behind what’s already a very rich campaign.”
The campaign gives sports fans a look inside the lives of basketball legends just in time for the start of the 2012 NCAA Division I men’s basketball championship.
Shaquille O’Neal, eight-time All-Star and two-time MVP Steve Nash, as well as Michigan State University head coach Tom Izzo (also known as “Mr. March” by fans) are part of the next Dove Men+Care “Journey to Comfort” campaign, which shares personal experiences that have helped these hoop notables become comfortable in their own skin.
Beginning March 8, they will be shown throughout NCAA March Madness, as part of Unilever’s multiyear NCAA Corporate Partnership with CBS Sports and Turner Sports.
The “Journey to Comfort” videos provide a glimpse into each man’s personal and professional life. Insider anecdotes about Selection Sunday, lessons learned from coaches and parents, as well as how fatherhood has changed them are just some of the unique stories revealed in the campaign.
Unilever is also running “Shaq’s Big Excuse” Facebook app, which sends one of several customizable phone messages to a boss, co-worker or friend.
Fans also can also visit the Dove Men+Care Twitter and Facebook pages to connect with O’Neal, Nash and Izzo for game predictions and basketball discussions.
Watch one of the adverts featuring Steve Nash below:
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