Unilever's Dove have been running a competition for their new Dove Cream Oil Body Wash product. The winner was announced at the Oscars and the winning ad was aired during US TV coverage of the Oscars, the second most viewed event in the US (after the Superbowl).
Over 1000 people entered the competition and more than 1.7 million people visited the Dove website. As well as 15 minutes of fame the competition had a first prize of $8,500. The winner of the competition was 22 year old Lindsay Miller who made a film of herself singing in the shower.
This amateur campaign was Dove’s follow up to its real beauty campaign, which focused on real women rather than models.
One interesting thing about this campaign is that although the whole process was clearly 2.0 in its style, the brand has disregarded the techie label in order to concentrate on its core values. This approach is in contrast to another Unilever brand Axe (Lynx in the UK and Australia), whose target is young males and whose campaign is redolent with Web 2.0 aspects.
To see the ad and learn more about the properties of Dove’s Cream Oil Body Wash click here.