Gillette Wins the Shorty Industry Award for Best Social Game
Gillette’s Blade Change Challenge was awarded the Shorty Industry Award for Best Social Game at the 3rd Annual Shorty Awards on Monday, March 28, 2011 in New York City.
Overview: Razor company Gillette launched a new ad campaign in 2010 to get male customers to replace their worn razor blades on a more regular basis. Working with the firm Proximity Canada and the interactive game application E‐Axis, Gillette’s campaign utilized national television ads, online ads, a “razor repair” microsite, and a Facebook game. The interactive game, called “Gillette’s Blade Change Challenge,” invites users to shoot razor blades off a Gillette razor, aiming the blades at different items, and progressing through different levels of difficulty. Users gain points by successfully hitting objects in a virtual garage. The game also had a leaderboard displaying top‐ scoring players. Gillette gave away 1,000 free ProGlide blade samples through its Facebook page.
Impact: Gillette’s Facebook game had more than 20,000 monthly active users, while blade consumption increased by two cartridges per household annually, and the purchase rate went up 12%. Meanwhile, awareness of the indicator strip turning white while shaving is up more than 10 points, and awareness of the indicator strip turning white as the key sign to change the blade is up 14 points.
