Gillette glides into gaming

A live digi-skill testing tourni with sponsored champion-heavyweights has been created to help reach the peach-fuzz market.

Gillette Worldwide is reaching the young game wiz crowd by launching the International Gillette/EA Champions of Gaming Tournament with partners EA Sports and Xbox.

Globally, consumers can register and compete on Xbox live with select EA game titles. Five finalists get to play with Gillette-sponsored champions-heavyweights such as Tiger Woods, Derek Jeter, Danny Hamlin, Terry Enri and Roger Federer in a live game in Florida, in February. So far, 175,000 people have registered.

An interactive promo created by Toronto-based Proximity is helping create buzz around the tournament. It prompts participants to upload their headshots at which would then appear on a 4-storey-tall EA sports game box cover over the NASDAQ and Reuters signs in Times Square, for 10 seconds. Five hundred people had their faces appear for their 10-seconds of fame on the Time Square billboards.

Further buzz was generated via rich online media on websites such as and, and TV advertising also supports. NYC-based agency MediaVest did the media buy, BBDO New York handled the mass advertising, while Oddcast provided the technology that powered the Times Square2 billboard.