This integrated, 360-degree campaign combined TV commercials, print ads, online media, and, at the hub of it all, ColorShowdown.com, an experiential site that allows consumers to help us decide once and for all who has the advantage. On ColorShowdown.com, users can play games that pit blondes and brunettes against each other, view the results of our highly-scientific Secret Experiments, and earn real-time points to contribute to their hair color's quest for dominance.
Though the campaign is still in early stages (monthly updates to the site, including new Secret Experiments and games, continue through May), the response has already met our expectations in terms of igniting a social dialogue. We've heard from both the blondes and the brunettes, as well as a whole crop of redheads who want to know how they can join in the debate.-- Sarah Jensen, director, Unilever Hair Care
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