Gillette may be moving toward more viral marketing approaches to promote its razors. The P&G unit has green-lighted a month-long program, "The Walk of Gillette," that will run through mid-May. Via BBDO, New York, the program drives consumers to sign up for a chance to win a free Fusion Razor with a video on various social media sites featuring the Gillette Champions -- athletes Roger Federer, Derek Jeter and Tiger Woods acting like '70s disco maniacs. The video hearkens back to the opening sequence of "Saturday Night Fever" and the Bee Gees' "Stayin' Alive."
The 60-second video is running at Gillette.com, YouTube and other channels, as well as during the 17 home Yankee games over the next month. And to date, the video has scored about half a million views between gillette.com and YouTube in less than two weeks. more