Colgate runs 'smile to win' interactive promotion with C4

by Daniel Farey-Jones, Brand Republic 07-Sep-06, 11:00

LONDON - Colgate is using a combination of mobile interaction and red button ads on Channel 4 and E4 to engage with people during its Colgate Oral Health Month.

The red button ads, which are only available on Sky Digital, link to a Colgate microsite and linear ads invite people to text "Smile" to 80889.

The message in both cases is that "Colgate would love you to reply with pictures of your smile to 07738000222 to win a day for two at a health spa".

The best pictures will get published on the "Your smile on TV" section of the microsite every two or three days.

The Colgate-Palmolive brand is the first to try the approach of putting user-generated content on TV with Channel 4.

A Colgate spokesperson said: "This innovative mechanic is an ideal way for us to use our media activity to build closer relationships with our consumers."

The microsite gives viewers information tips on brushing and advice on how to keep healthy teeth, as part of the Colgate Oral Health Month initiative.

The campaign was arranged by Matt White, interactive manager at Channel 4, and Mediaedge:cia's Martyn Odell.

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