WWE Wrestlers Add Muscle to Gillette's Online Video Ads

  |  July 27, 2009   |  Comments

In the "Be a Superstar" campaign, online video ads feature WWE wrestlers who discuss how Gillette products fit into their lifestyles.

Gillette has jumped into the virtual ring with World Wrestling Entertainment.

Gillette, in its "Be a Superstar" campaign, is sponsoring a microsite on the WWE network. The microsite, which launched July 16, features a series of one to two minute online video advertisements starring three WWE wrestlers who discuss how Gillette products fit into their lifestyles.

Four videos are currently posted with a total of 15, five for each wrestler, planned for the 16-week campaign. Gillette is paying a CPM rate with a level of impressions guaranteed for the program, said Joe DelGrosso, senior vice president of sales and sponsorship marketing for WWE.

For WWE it's a new form of branded entertainment, "an interactive experience that utilizes original content that connects with the brand," DelGrosso said.

This is not the first time that Gillette has worked with WWE. Last year, John Cena, one of the featured wrestlers in the "Be a Superstar" campaign, appeared in a series of TV spots on behalf of Gillette and created by BBDO.

"TV has been the lion's share of our ad spend but the digital platform has been important," said Mike Norton, a Gillette spokesman. "It's a great way to target guys and connect with their passion points."

The online videos are being posted on YouTube and Facebook the same time they appear on the microsite. They will also be shown on WWE's pay-per-view TV and live stadium events.

"Be a Superstar" microsite also features a photo gallery and comments section that allows fans to post their own content. They can vote on their favorite pictures and comment on the videos.

Banner and pre-roll ads at www.wwe.com are being used to promote the microsite.

Nate Elliott, a Forrester Research analyst, said Yahoo has run microsites with long-form video content from film studios and he thinks Gillette's microsite will be successful because it uses professional wrestlers as spokesmen for the brand. The microsite is indicative of the growth in the use of online video, which now ranks first for teens and second for adults as their favorite form of online content. "Marketers are getting involved in social networks and blogs, but video is the most popular for users," he said.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...