New York-based Clairol has partnered with Alloy Online, a provider of content, commerce and entertainment to teens and young women ages 12 to 24, to promote its Herbal Essences product line.
The online and offline integrated campaign will direct users to the microsite herbal-
essences.com, where they can play “Totally Organic Garden.” The game, created by digital media company Imergy, New York, gives users access to animated flowers, which they will have to shelter from various hazardous events, such as tornadoes. The user can enter to win a free trip to Costa Rica after passing through all three levels of the game.
One winner will be chosen after the microsite, built last month by interactive agency Designstein, Minneapolis, is dismantled in April. (A microsite is usually a co-branded, temporary site.)
According to Samantha Skey, vice president of e-commerce and sponsorship for Alloy, also based in New York, the company was a logical choice for Clairol as Alloy has both offline print and Web components.
Beginning this week, a Clairol ad directing consumers to herbalessences.com will appear in Alloy’s spring print catalog, marking the first time Alloy has accepted print ads. Additionally, banner ads will appear on the Alloy Web site, alloy.com. When clicked, the ads will transport users to the microsite. Alloy also will send e-mails to its registered users and catalog recipients featuring the Herbal Essences ad.
Alloy was founded three years ago as an e-commerce company. It established the catalog shortly thereafter and hopes to sign on more advertising partners. “We don’t want the catalog to become cluttered with ads–in the past we’ve always stuck to promotions in the catalog–but we see there is a definite place in the market for projects similar to herbalessences.com,” said Skey.
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