How Philips Hooked Young Men With a Choose-Your-Own-Adventure Campaign

A guy needs to shave. It could go 1,296 ways

Engaging an audience online—especially the fickle millennial male—can be a tall order. To capture his attention and show off the versatility of the Click & Style electric razor, Philips decided to create a choose-your-own adventure online video experience called "Designed to Play," which now has more than a thousand story outcomes.