FHM launches 100 sexiest women viral drive

by Alex Donohue, Brand Republic 18-Mar-08, 11:30

LONDON - H Bauer's monthly lads' mag FHM is launching a viral campaign to encourage votes for its reader participation 100 Sexiest Women in the World Poll, which is being fronted by glamour model Keeley Hazell.

The viral campaign, been devised by Playgroup in conjunction with Bauer TV, comprises a video application featuring Keeley Hazell as a virtual host who can adopt the style of a user's particular taste in women by changing her appearance.

FHM said its interactive Keeley Lady Selector would help users narrow their selection of famous women to vote for in the magazine's 100 Sexiest Women in the World Poll.

The activity will aim to build interest in FHM's 100 Sexiest Women Poll, which is now in its 14th year, by generating support across print, online and mobile channels.

Last year's poll, topped by Hollywood actress Jessica Alba, star of the 'Fantastic Four' films, generated 8m votes from FHM readers.

The digital work will be promoted through FHM's reader database and via a series of online ads in Bauer Consumer Media's magazine portfolio, which includes Arena, Zoo and Empire.

Additional digital activity on viral sites and community networks is also being planned.

Carlos Rodrigues, digital product manager at FHM.com, said: "This year, FHM wanted a creative campaign to drive further traffic to the site and push online voting -- a brief which Playgroup and Bauer TV responded to with ground-breaking creativity and interactivity.

"We are really excited about the potential of this campaign and think it could be one of the biggest virals this year."