Home  › Marketing › Strategies
head-and-shoulders-whiff

Head and Shoulders Asks Baseball Fans to Tweet Whiffs

  |  April 3, 2013   |  Comments

The campaign coincides with the launch of the Head and Shoulders with Old Spice.

The pressure is on Major League Baseball pitchers this season from an unlikely source: dandruff shampoo Head and Shoulders has declared 2013 the "Season of the Whiff."

Starting on Opening Day, for every whiff, or strikeout, in baseball in the 2013 regular season, Head and Shoulders will donate $1 to the MLB Reviving Baseball in Inner Cities, or RBI, program, an initiative designed to give young people from urban and underserved communities the opportunity to play baseball and softball, encourage academic success, and teach life lessons and values.

Head and Shoulders is asking fans to get involved by tweeting whiffs throughout the season with the hashtag #whiff and their favorite team's Twitter handle to build up donations to their teams' local RBI leagues.

The brand has also teamed up with Los Angeles Angels of Anaheim pitcher C.J. Wilson to challenge men to "take a whiff of what a double dose of confidence smells like" with the launch of Head and Shoulders with Old Spice, which also happens to be the official shampoo of the MLB.

In January, Head and Shoulders announced Wilson was the newest athlete to join the brand's so-called Mane Man ambassador team, which also includes Troy Polamalu and Brett Keisel of the Pittsburgh Steelers and Olympian Michael Phelps.

Head and Shoulders says Wilson was selected because of his talent on the mound, his popular Twitter account, and his great-looking hair.

Wilson's handle, @str8edgeracer, has 164,000 followers.

So far this week, @RedSox_Fund, the official team charity of the Boston Red Sox, and Milwaukee Brewers' mascot @Bernie_Brewer have tweeted promotional messages about the campaign.

Other teams getting support from Twitter users include the Texas Rangers, the Cincinnati Reds, and the Angels.

On Opening Day, Head and Shoulders for Men tweeted a series of promotional messages about the match-ups, like, "Excited for the Boston vs New York game? Don't forget to send each #WHIFF our way!"

Head and Shoulders has separate Facebook and Twitter profiles for men and women.

Head and Shoulders for Men has 179,000 likes. @HSforMen has 1,500 followers. (That compares to Head and Shoulders for Women with 166,000 Facebook fans and @HSforWomen with 700 followers.)

A promotional video for Head and Shoulders with Old Spice that features Wilson and teammate Josh Hamilton has 12,000 views since it was posted March 28:

A Head and Shoulders rep was not available for comment by deadline.

Head and Shoulders is a Procter and Gamble brand.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...