Oct 02, 2009 at 01:47 PM
written by Brian Gainor

Activation Tactic: Gillette's 'G' Moment

Is your organization looking to create an out-of-the-box viral marketing campaign? Are you looking for new ways to leverage social media to drive interest in NASCAR?

Gillette recently released one of the most creative viral pieces that the NASCAR world has seen to date. The clip, which was completely digitally produced, features three (3) Young Guns - Carl Edwards, Kasey Kahne, and Kyle Busch - playing a game of chicken at Lowe's Motor Speedway. Gillette is taking the campaign to the next level on Gillette.com by letting consumers type in a 25-character custom message that they would like to see the drivers burnout. Users can then share their experience with friends.

It will be interesting to see if Gillette opts to run this viral campaign on national television to promote the Young Guns initiative... it may convert a lot of sports followers into NASCAR fans!

Brian Gainor is a passionate sports marketer with agency experience as well as an extensive background working in the NFL, NFL Europe, and collegiate athletics. Brian completed his MBA/MSA graduate work at Ohio University (Athens, OH) and currently resides in Charlotte, NC. As a Sports Partnership Activation Consultant, Brian created Partnership Activation, Inc. to provide sports business professionals with "industry best practices" - creative ideas that provide opportunities to generate incremental revenue. Be sure to check out all of Brian's past posts, too.