L’Oréal Paris gets integration with TSN’s Landsberg

The marketer's Men Expert skincare line is getting some stylish product placement as part of a sponsored and viewer-voted contest.

TSN is launching a Men Expert Faceoff contest, sponsored by L’Oréal Paris, which will give the winner a chance to appear on the net’s daily show Off the Record to face off against Michael Landsberg. The contest launched yesterday along with the show’s 11th season, and runs until October 7.

Landsberg will pose a question to viewers on four consecutive Mondays, driving them to give their expert men opinions at TSN.ca/faceoff. Four finalists will be flown to Toronto to participate in a Faceoff Debate on the set of the show, which will be available on-demand at the microsite. TSN will prompt viewers to log on, watch the debate and vote for a winner from November 12-25.

The microsite also features an interactive comic-style story called The Hunter Chronicles, starring Marc Hunter along with products from L’Oréal Paris’ Men Expert skincare line. The products are showcased on the microsite and woven into the comic storylines via attractive women giving hints to Marc Hunter.

The Men Expert Faceoff is also being supported by 30-second on-air TV spots airing in rotation on TSN and NHL Network, web banners on TSN.ca, email blasts to TSN.ca‘s national opt-in database and a national PR campaign.