PROMO 100: Dove Night's Interactive Promotional Website

Promo Magazine's PROMO 100 list was revealed last Friday that includes the top 100 Promotional Agencies. Ryan Partnership received the coveted honor of being named "Agency of the Year" which I wrote about in my previous blog. So, this week my posts will be on this subject and I'll continue writing about the three major campaigns that they developed which helped to garner them this honor. My first post on this subject focused on Campbell, so this one is on Dove and I'll end this week writing about Heineken.

Last year for Unilever's Dove the agency created an interactive promotional website, Dove Night. Here they launched an online series of two-minute vignettes that put Desperate Housewives star Felicity Huffman interacting in scenes from vintage TV shows that included The Brady Bunch, Leave It To Beaver and The Munsters. Dove used traditional media, including TV and print and online ads to drive traffic to the interactive promotional website where consumers were asked to sign up for free samples and watch the shows. Mindshare Entertainment actually produced the webisodes for Dove.

Ryan Partnership used the interactive promotional website to help launch Dove's new skincare line, Calming Nights. Here they partnered with America Online to sponsor their "Chief Everything Officer...CEO" promotional contest for Moms. The idea behind the CEO Contest is to celebrate the top five CEOs in America...inspiring busy people who "do it all", and give them chances to win prizes. The contest included a panel of judges that went through all the submissions and then profiled them. Dove has continued this sponsorship and awarded 5 more CEO's for the second year which you can meet them here.

Overall, Dove's interactive promotional website drew 3.5 million visits, 800,000 hits to the webisodes and 720,000 product samples were distributed. Ryan Partnership continues to work with Dove through their promotions, interactive and direct departments. Dove is still utilizing their websites to create interactive promotions such as sampling, contests and sweepstakes which I have written about in my first two posts on this blog, Dove's Energy Glow Contest and Dove's Real Woman Contest. They really do know how to promote to us women.