Secret invites you to a Night of Hot Experiences
Pole dancing, video re-creations and makeovers galore push a national contest for a trip for four to Montreal, all to debut the new Clinical Strength product.
To promote its new Secret Clinical Strength antiperspirant, P&G’s Secret brand is hosting a ‘Night of Hot Experiences’ in three Canadian cities. The events – the first of which took place in Toronto last month – include appearances by Canadian gossip girl Lainey of laineygossip.com, pole-dancing workout sessions from Flirty Girl Fitness, on-site makeovers by fashion and makeup consultants and a chance to be JLo, Beyonce or Christina Aguilera in a re-created music video with Video Vixen. The second night was Dec. 6 in Vancouver.
The events in Toronto and Vancouver were designed to promote ‘Because You’re Hot,’ a contest with the prize of a trip for four to the Montreal event (in February), including air fare, hotel and access to ‘the hottest of Hot Experiences in Montreal.’ Consumers can enter the contest via the website, www.aneveningofhotexperiences.ca, created by Montreal- and Toronto-based BAM Strategy, until Dec. 31.
The contest concept was developed in the Toronto office of event marketer GMR, and is supported with TV, print and online advertising. Logo design was by Secret AOR Leo Burnett Toronto, while the TV spots were done in-house at MuchMusic, and ran on the network for four weeks starting Nov. 19. Magazine ads ran in Fashion, Flare, Bobbi and Tribute. Media was handled by Starcom MediaVest Group, and PR by Toronto-based Palette PR.