Its actually a pretty neat interactive site with product profiles, funny little Irish sayings, ringtone downloads, and even a voting cast for favorite Irish Spring T-shirts. The microsite also combines online marketing with offline as they're doing a tour with their Body Wash Team right now in Vancouver! As an interesting fact, there are 4.4 million Canadians of Irish decent making it this country's 4th largest ethnic group! So it might just be time to jump in to learning some of those Irish pick up lines to impress the 'lassies'.
(Sourced: http://www.marketingmag.ca/english/news/media/article.jsp?content=20090313_143921_8876)
Isn't this extremely seasonal? There's no huge leadup to St Paddy's Day like there is for Christmas, so how many eyeballs will that attract?
ReplyDeleteI also couldn't find this on their website anymore... think it was worth it for Colgate to spend that much time making nifty graphics and coding Flash (I assume it's Flash) for just a few days' publicity?
Maybe it keeps the IT people happy... and busy... and employed =P
Nice post Victor!
ReplyDeleteI think this is an attempt by Colgate to reposition its brand to capture the teen male segment using an integrated event/PR/online strategy. However, it seems like it's following a similar tactic (almost too identical) as other deodorant brands (like Axe).
It would be interesting to see their performance measures through traffic/media coverage/sales post-guerrilla events.
I'm sure they did spend quite a bit to make their site flashy and stuff, but I too found it strange that they didn't make their own domain for their microsite to be separate from the main Colgate page. I guess its sort of a revamp to introduce only their newest Irish Spring products.
ReplyDeleteAs to Isabelle's comment, yea, I think it is a bit similar to Axe type advertising. The whole sex appeal of body wash is 'drying off' as an Axe only thing in my opinion. I should go downtown to see their guerrilla stuff just to see how it goes~