Garnier Rocks a Sing in the Shower Contest - Event Marketer

Garnier Rocks a Sing in the Shower Contest

DB_Silver_Garnier Fructis_2010 Ex
Brand: GARNIER FRUCTIS
Agency: AMP AGENCY
Awards: EX AWARDS — BEST ACTIVATION OF AN ENTERTAINMENT SPONSORSHIP
Year: 2010

Leveraging its “American Idol” sponsorship, Garnier Fructis created the Sing in the Shower contest to connect with college students on 12 campuses. The brand’s objective was to increase retail sales through an engaging sampling program.

To recruit Sing in the Shower contestants, the brand turned to social media and campus influencer groups. The night before the singing contest, Garnier’s team transformed dorm bathrooms with branded shower curtains, bath towels, shower radios, combs and mirror clings. The bathroom takeovers generated buzz for the Sing in the Shower competition held on a mock shower stage in high-traffic campus locations.

The activation included a Garnier Fructis Salon where contestants were styled before their performances and consumers sampled product. A panel of local judges selected one campus winner to be entered in the grand prize contest.

At each event, Garnier interacted with about 40,000 students; more than 800 competed in the contest. Purchase intent increased from 44 to 65 percent among people who said they planned to buy Garnier Fructis in the months after the event.

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