•Celebrated Gillette’s return to Super Bowl advertising after a 10-year absence with a “Best Game Face A Man Can Get” contest and online initiative in conjunction with Sports Illustrated [SI]
•Program included: local “Game Face” challenges with NFL legend Steve Young as media spokesperson; “Game Face” grooming lounge at the SI Super Bowl party; and “Game Face” Web site, all intended to strengthen the emotional link between guys and Gillette
•Traditional print and broadcast media initiatives generated more than 112 million impressions, with consistent messaging about Gillette’s return to the Super Bowl and its “Game Face” contest
•Traditional print and broadcast media initiatives generated more than 112 million impressions, with consistent messaging about Gillette’s return to the Super Bowl and its “Game Face” contest
•Gillette brand earned 8 million page views on SI.com and almost doubled traffic – from 281,000 to 415,000 page views – on Mach3Turbo.com in only two weeks
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