Skintimate?s music video hits right notes for Pitch Perfect 2 tie-in
Energizer Personal Care brands Schick and Skintimate get a leg up on mobile in a new integrated tie-in with Universal Pictures? Pitch Perfect 2 that is focused on leg care routines and includes a music video, a mobile-optimized Web site and native ads on the Huffington Post mobile news feed.
Taking a lead from the film?s focus on singing groups, the ?Rock Your Legs? campaign is built around a music video featuring a group of women singing about their leg care routine. Smartphone-equipped consumers can also take a quiz to test their knowledge of the first Pitch Perfect film for a chance to weekly prizes.
?Our goal for the campaign is to get users to watch and engage with the Ready Shave Shine video, and the Rock Your Legs content,? said Camilla Medeiros, senior brand manager of women?s shave at Energizer Personal Care. ?In doing so, we felt it was vital to offer a mobile platform in order to reach millennial women, ranging from ages 18 - 34, who are typically heavy social consumers throughout their day.?
Native ads
The goal of the campaign is to introduce consumers to a new leg care routine, called ?Ready, Shave, Shine!,? that is meant to encourage women to think about leg care as more beauty ritual than just hair removal.
The three steps are applying a moisturizing shave gel, using a razor that fits a consumer?s needs and showing off the end result.
The brands also want to encourage women to celebrate the steps they take for smooth, shiny legs.
A shot from the music video
Pitch Perfect 2, the follow up to the 2012 musical comedy, arrives in theaters on May 15.
A native ad appearing on the Huffington Post mobile newsfeed showcases Skintimate products and encourages readers to tap to watch the music video.
The Pitch Perfect-inspired Rock Your Legs music video features the Basic Pitches performing the song ?Ready, Shave, Shine!? and can be viewed at YouTube.com/RockYourLegs.
The video even showcases how young women are embracing mobile for taking selfies, showing the members of the Basic Pitches with selfie sticks as they document how good their legs look.
A leg up
Using a combination of native ads and mobile video insures Schick and Skintimate will get the campaign in front of its target audience of young women with snackable and entertaining content.
The campaign includes an a cappella battle sweepstakes. Schick and Skintimate asked female college a cappella groups to perform their rendition of ?Ready, Shave, Shine!? for a chance to win the Schick and Skintimate Aca-Battle.
Consumers can visit mobile-optimized RockYourLegs.com between April 18 and May 15 to watch videos from the top three contenders, vote for their favorite and earn the chance to win daily prizes as well as the grand prize - a trip to Hollywood.
There is also a movie trivia game. Consumers can visit the Web site to enter the Pitch Perfect Trivia Quiz Sweepstakes from April 1 through May 15 for the chance to win weekly prizes.
Additionally, all fans are invited to join the conversation online by using the hashtag #RockYourLegs.
As part of the strategy, Schick and Skintimate will introduce limited-edition packaging in stores featuring the Pitch Perfect 2 promotion.
The campaign highlights three new women?s shaving products: Skintimate Silky Skin Shave Gel, Schick Hydro Silk TrimStyle and Schick Intuition Revitalizing Moisture.
For a limited time in major grocery stores, drugstores, Walmart and Target, shoppers can receive a free movie ticket from Fandango to see Pitch Perfect 2 when they buy $10 worth of participating Schick and Skintimate women?s shave products.
?The campaign is planned with an all-screen approach, aiming to reach her on whatever device our target may be consuming relevant content,? Ms. Medeiros said. ?In addition to running the video on mobile devices, we adapted rich media executions seamlessly for the mobile screen as well.?
Final Take
Chantal Tode is senior editor on Mobile Marketer, New York