In Canada, Unilever brand Thermasilk has launched "Hit On My Hot Guy" a site that tries to answer every girl’s dream - give her the ability to create the perfect "hot" guy. The site offers dozen of possibilities to teenagers wanting to create and share their ideal boyfriend. I believe it also has good viral potentials in the target audience, also because there are prizes to win. In three weeks Hit On My Hot Guy generated 120,000+ unique visitors, 30,000+ contest entries and over 73,000 send-to-friends.
A 15-second spot on MuchMusic is driving traffic to the site. There are also sponsorships on teen sites including the virtual teen community Habbo Hotel Canada where the Thermasilk has created the 'Hit on My Hot Guy' room.
The good thing about this advertainment website is that it also provides product related information such as tips to get wonderful hair and the brand is always placed in good position.
The agency behind all this is Capital C.