Neutrogena has created an online marketing campaign sponsored by the company and its Oil-Free Acne Stress Control.
The main element of the campaign is an online reality show, “OneLessStress,” which follows "three 20-something women as they compete in seven New York City-based stress-related challenges. They include time management, diet, career, relationships, organization, money management and beauty and grooming."
Hosting the Webisodes is Hayden Panettiere of NBC’s “Heroes,” which will continue on through August.
Experts from different fields will be on the show where they will offer tips to the contestants that fit in with the specific challenege they're faced with that day.
It isn't just for viewing though, as the site will offer visitors the opportunity to test their own stress level online, and find tips from the experts that help them to relax in their endeavors. There will also be a Zen garden and breathing exercises at the site to let go and get relaxed.
In addition to winning a trip to Paradise Island in the Bahamas, which can be entered through answering several multiple-choice questions, there will be the chance to win a role in one of the Webisodes. That will be determined by videos submitted by visitors that talk how they deal with stress. Viewers can look at them and vote on how they like them.
Connecting the stress factor of general living to their Oil-Free Acne Stress Control, looks like a smart move to me. While the product deals specifically with beauty and "grooming," it draws young women into the overall challenge of stress, and could help build build a strong community around the Neutrogena brand.
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