Colgate-Palmolive?s deodorant brand SpeedStick Gear is enlisting Twitter to build up some buzz around a video sponsorship.

SpeedStick Gear has teamed up with YouTube influencer Devin Graham, who shoots and publishes videos showing off extreme stunts, such as jumping on bikes or snowboarding. As part of the brand?s sponsorship, SpeedStick Gear is leveraging social media and mobile to give fans the chance to see one of Mr. Graham?s videos performed live.

?Co-creation is a powerful tool for brands, especially when brands like SpeedStick choose partners with qualified audiences,? said Leslie Hall, president of Iced Media, New York.

?There's a great parallel story for audiences between an outrageous sports-centric stunt and a deodorant that can withstand extreme conditions, so it's smart that SpeedStick has identified Devin Supertramp, and is creating content that is consistent with the types of videos his subscribers are used to experiencing,? she said.

?With all of this said, it's unclear how SpeedStick can expect to sustain the type of momentum created through what appears to be a one-off stunt. It will be important for Speed Stick to incorporate very clear calls-to-action to create purchase intent or convert Devin's fans to SpeedStick loyalists, but it's not likely this will be the result.? 

Ms. Hall is not affiliated with SpeedStick Gear. She commented based on her expertise on the subject.

SpeedStick Gear did not respond to press inquiries.

Extreme mobile and social
Mr. Graham operates and runs the Devin SuperTramp YouTube account, which has roughly 1.9 million subscribers and about 115 videos, many of which are sponsored by brands.

For example, one clip shows a snowboarder riding through an obstacle course. The video is sponsored by Bear Naked Granola and has racked up more than 50,000 views.

The idea is that SpeedStick Gear will be able to leverage Mr. Graham?s Twitter audience of more than 100,000 followers to build up some excitement around the sponsorship.

However, the discrepancy between the number of Mr. Graham?s YouTube and Twitter followers could be a challenge in spurring consumers to participate, per Ms. Hall.

Entries will be whittled down to ten consumers who come the closest to guessing the correct trick. Those consumers will then be asked to take a picture of themselves that will be judged on creativity, originality and integration with the brand.

The winner will then receive a trip for two to the destination, including airfare and hotel stay. 

The video sponsored by Bear Naked Gronola

Building mobile presences
Given CPG brands? massive reach, these campaigns could potentially help marketers better target messages to specific groups of consumers.

?From a reputation standpoint, brands align themselves with well-known spokespeople to connect to a certain demo and create a personality,? said Jen Gray, vice president of marketing and creative services at HelloWorld, Pleasant Ridge, MI. ?Whether it's a short or long-term, it helps humanize a CPG product.?

At the same time, the campaign could fall flat as a one-off without a longer, overarching strategy.

?Whether it's effective long-term depends on ultimately if these conversations lead to sales,? said Adam Lavine, cofounder/CEO of FunMobility Inc., Pleasanton, CA. 

?Ideally I'd like to see two things folded into a campaign like this ? some form of mobile opt-in, so Colgate could continue a one-to-one brand conversation, and a mobile, digital or print-at-home coupon with a specific redemption code, so Colgate can measure sales effectiveness,? he said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York