RB skincare brand Clearasil has engaged Microsoft Advertising for the launch of a new campaign offering teenagers the chance to win an exclusive performance from their school from X Factor finalist Amelia Lily.
The deal, brokered by ZenithOptimedia, is designed to promote the launch of Clearasil Ultra Blemish + Marks and will see users asked to enter the competition through an interactive advertising experience exclusive to Xbox Live and MSN.
Jérôme Lemaire, RB UK marketing director commented: “We are very excited to be working with Amelia Lily as part of the Clearasil Ultra Blemish + Marks launch. Amelia's youth and energy fit well with the Clearasil brand, and we are really pleased to be able to work with Microsoft to offer this ‘money can't buy opportunity’ for teens to see her perform at their own school.”
Aimed at 13-17 year olds the activity makes use of the dedicated Brand Destination Experience (BDE) on Xbox Live, entrants will also be able to access exclusive videos of Amelia Lily and find out more about Clearasil Ultra Blemish + Marks.
The Kinect enabled Xbox feature will be supported by content on MSN and will run for 10 weeks with the chosen school selected at random. Footage of the winning school’s performance from Amelia Lily will then be hosted on the Xbox BDE and MSN hub following the event.
“The campaign represents our commitment to consumer-centric solutions, offering a range of captivating and engaging content to Clearasil’s target audience of teenagers. Microsoft was a perfect fit for the campaign, with Xbox and MSN both identified as platforms this audience loves to engage with,” said James Hayr, head of advertising solutions at Microsoft Advertising.
Planning manager at ZenithOptimedia, Nicole Allen, added: “We are very excited about the launch of this campaign. Microsoft and Amelia Lily are the perfect partners for Clearasil, especially given the challenge of engaging with a hard to reach audience as authentically as possible, across multiple platforms.”