1 July 2013 - 4:46pm | posted by | 0 comments

In the midst of AOL Live Auditions chaos, a Real Time Ad for Secret Deodorant is created

In the midst of AOL Live Auditions chaos, a Real Time Ad for Secret Deodorant is created In the midst of AOL Live Auditions chaos, a Real Time Ad for Secret

Over the weekend, AOL hosted a nationwide competiton asking would-be news anchors to audition live on its website as it was streamed out to over 250,000 viewers.

People on Twitter were then asked to vote on who they wanted to win, using the hashtag #aolanchorquest, with the chosen anchor then starring in AOL’s new Live Programming venture.

Amid this chaos, where a Jay-Z impersonator and a guitarist in drag auditioned while a Taekwondo champion attempted to decapitate her on-air rival, an advert for P&G’s Secret Deodorant brand was created.

Heralded as a bold move by the brand, the auditionee was questioned live about her nerves (and what this was doing to her sweat glands) and then asked for her unscripted thoughts on the Secret’s new deodorant.

The real-time marketing experiment paid off for Secret and highlighted how AOL’s Live platform could offer brands greater authenticity in advertising – as long as it’s a likeable product.

Don't miss out... Get your Advertising news by email

See all specialist newsletters

47 related companies from Profile Hub, The Drum's modern marketing directory:

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

dlc - Responsive website

17/09/2014
dlc is the UK’s leading, independent debt recovery firm,...

Ecommerce Solution for B2B and B2C Retailer

16/09/2014
Talking Tables provides high quality party decorations for...

Peak Scientific Innovation - Brand Communications for US Market

16/09/2014
Peak Scientific is a leading Scottish gas generator...

Messages in the Deep

16/09/2014
“Messages in the Deep” tells the remarkable tale of the...

Launching New Scrabble Format in Digital Era

15/09/2014
The Challenge Launch two new formats of the classic board...