Concert Activations Deliver Results for Schick
Schick’s Quattro for Women brand of razors integrated its sponsorship investment across multiple online and offline channels around its tie to Katy Perry’s California Dream Tour. The initiative targeted women ages 18 to 34 and challenged them to skip a day or two of shaving—only after using the Schick razor, of course.
Schick started hyping the sponsorship months before the U.S. tour began. The brand unveiled its own Valentine’s Day Katy Perry Facebook e-card to bloggers and then offered a coupon via Facebook for its TrimStyle razor. Consumers could choose from four co-branded e-card templates featuring Katy Perry in her famous latex dresses. During the following two weeks, Quattro for Women’s Facebook fanbase grew by 11,000, and 25,000 e-cards were shared. More than 6,500 users interacted with the application daily.
At concerts, Schick engaged fans at its 400-square-foot booth, where they posed in front of a green screen and then moved on to a digital kiosk to spin a Dare To Be Spontaneous wheel that chose a random background for their photo. Finally, there was a Katy Perry look-a-like contest on the brand’s Facebook page, which awarded one winner a trip to Las Vegas to meet Perry.
The program drove more than 75,000 consumers to Facebook, and more than 20 million unique users interacted with the contest.