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Mindshare USA | Rexona Degree | The Rookie
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| Degree for Men, a deodorant, wanted to launch its new positioning 'for men who take risks and accept challenges'. Given this, Mindshare
proposed a strategic partnership with the hit American TV series, 24. Original interactive content was produced for the web, leveraging
the set and director of the show. It allowed consumers to step into the shoes of a rookie secret agent from CTU (Counter Terrorism Unit,
the government agency on 24). Two short online films were viewed over 2 million times, with sales increasing apace - by 30%. |
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