Pert Plus - Discover the Power of Threedom Campaign

This brand microsite was developed to aggressively promote the revamped Pert Plus three-in-one shampoo product. IMA strategists created an innovative, grassroots social networking campaign for a powerful blast of new brand awareness by creating an engaging microsite featuring a video contest, "Discover the Power of Threedom." The new lineup of gender-specific and hair type specific shampoo products is featured with an interactive configurator, allowing users to configure his or her own best fit depending on their unique criteria. The contest was designed for a viral social networking campaign and integrated with Facebook, Twitter, and MySpace to spread the word. The object for users is to upload a three second video expressing their reason for using the product or how they assert their "threedom." Contestants can upload videos and share links with friends as well as watch videos and invite others to participate. The incentive of prizes fuels participation resulting in a rapidly expanding user base.