Y&R2.1 Launches Speed Stick E-Mail Program

NEW YORK — Colgate-Palmolive has launched an e-mail campaign to boost awareness and trial of Mennen Speed Stick’s new Power of Nature variants. The animated e-mail, via Young & Rubicam’s interactive unit Y&R2.1, aims to drive 13- to 24-year-old males to http://www.speedstickchallenge.com/main.html.

A link in the e-mail leads recipients to a Web page, where a woman’s voice addresses the user by name and entices him to take the Speed Stick Challenge and enter for a chance to win a BMX bike. The rich-media message was produced by Dynamics Direct, a Los Angeles-based e-mail marketing company that delivers communications with a mix of sound, video or animation.

At the Web site, users can interact with the deodorant brand’s newest scents–Avalanche, Cyclone and Lightning–through interactive games and animated videos. They can also view streaming video footage of BMX racing or Motocross, download wallpaper for their desktop, and input three clues to enter a “secret” site.

The budget for the program was not disclosed.