Neutrogena Shave-His-Face Promotional Event

Typically, Neutrogena is thought of as women's beauty product brand. They sell body washes, shaving cremes, moisturizers, make-up remover, etc. However, this year, Neautrogena launched its Neautrogena Men line. The company created shaving creme, shampoo, deodorant, etc, targeted to men.
Because this brand is typically seen as feminine, Neutrogena launched the Shave-His-Face promotional event to promote the mens line on college campuses across the country. The company hired two representatives from universities all across the country to organize the event on their campus. (The BU reps were my roommates, which is how I know about this.)
The representatives' jobs were to get girls to nominate attractive guys with facial hair on the "Undercover Hottie" site and submit their picture with facial hair. Then girls from BU were encouraged to vote on these guys to determine who would win as BU's Undercover Hottie and win $200. The top 30 guys with the most votes were invited to the Shave-His-Face event, where local barbers came and gave the gentleman free barbershop shaves and sample Neutrogena Mens products. Girls were also invited to watch the shaves and pick up free samples as well.
I thought this was a great event and a good way to promote Neautrogena's new sub-brand. The event attracted over 200 college students who took home samples and spread the word all over campus. Holding this event in 40 schools around the coutry definitely impacted the brand's awareness. As we learned, interactive marketing allows consumers to feel engaged with the product and therefore more inclined to purchase.

-Samantha Bichler