Maxim and Monkey in cross-media razor deal

by Media Week, Media Week 20-Nov-07

Dennis Publishing has won a new cross-media deal with Wilkinson Sword to promote its Xtreme3 disposable razors in men's magazines Maxim and Monkey.

The five-week campaign will launch this Thursday with an advertorial in
Maxim magazine, a take-over of the Maxim homepage and the launch of a
new microsite. Produced in association with Mediaedge:cia, it will

continue on 28 November, with advertorials running in Monkey magazine

for the remaining four weeks of the promotion.

As part of the campaign, readers of Maxim and Monkey will be given a
different cryptic visual quiz each week in the magazine. Each reader can
win a weekly prize by completing the quiz in the quickest time.

The campaign will also include an Xtreme3 leader board that will be
hosted on the microsite, with answers to the previous week's quiz posted
on Wilkinson Sword's website. The top players from each week will then
be entered into a draw to win a major prize at the end of the
campaign.

Rob Osbourn, Dennis Publishing creative solutions director, said the
campaign was addictive, easy and fun, and would encourage readers to
interact with the Wilkinson brand.