Gillette is teaming up with EA Sports to create awareness about the shaving brand. The Gillette-EA Sports Champions of Gaming tournament will offer winners the chance to play against sports celebrities like Tiger Woods and Roger Federer. Through gaming, Gillette hopes to promote brand awareness with 18 to 34 year-old males.
Porter Novelli will act as the head agency and focus on branding. The agency is also taking advantage of online new media tools. Players are now able to trash talk competitors through an online virtual press conference.
I think this is a pretty smart idea. Gaming has a huge male following, so what better way to promote to guys than to team up with a huge game developer?
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