1. Client: Procter & Gamble
Objective: To promote Pantene’s new customized hair solutions line of products
Mechanics: Women who were interested in putting Pantene to the ultimate test submitted a video to the contest site that showed why they - and their hair - should be the Pantene Reality Hair Star. A public vote helped to narrow down the submissions and a panel of professional judges selected the 12 semi-finalists. Each day fan favorite videos were chosen and highlighted. The 12 semi-finalists were flown to NYC for an in-person test shoot to select the Grand Prize winner.
Prizes: The winner tested Pantene products on live TV alongside their current spokesperson, Stacy London. She also received the “Be the Rock Star You Are” experience from Bret Michaels, tickets to his concert, first class airfare, a ride in Michaels’ tour bus and backstage passes.