Best Advertising Social Media Campaign

To punch up the fun in personal grooming and dental hygiene, Condé Nast Media Group created the "Power-Up Grand Prix" on Oral-B's Facebook page. Visiting the site offered an offbeat, interactive gaming experience where users built and battled their own custom drag racers. Playful avatars included manly tools for personal grooming (a beard trimmer, iron and hair dryer) that players could "supe up" to pit against opponents inspired by oral hygiene. Sharp, action-oriented copy brought to life the cast of opponents and the game's emcee, a talking toothbrush who offered up game strategy and divulged each opponent's weakness. The fear-inspiring Drag Rat fought back with a defense inspired by the Oral-B electric toothbrush (a plaque-busting Power Tip) and more humorous opponents like Fresh Sprints threatened to out-floss gamers with fly detailing inspired by the toothbrush's smooth styling.

An incentivized, repeat-play game logic encouraged users to play multiple rounds to boost their score and make the leaderboard for more chances to win prizes each round. (Visitors entered for chances to win pro-driving class plus the ultimate Oral-B brush.)

In the Facebook game and campaign ads, product positioning shaped consumers' perception of the product as masculine and high-performance to drive purchase as well as engagement with the brand

Contributors:

Art Directors:	Will Hadley, Alison DeBenedictis
Associate Director:	Liz Gaeta
Copy:	Kathy Casey, Cristina Cala, Katie Sherman
Developers:	Nicholas Frees, Rindra Rajaonarivony, Erik Erikson
Creative Director:	Alejandro Santandrea
Multimedia Development:	Tanvir Hairder, Matthew Homeijer
Senior Designer:	Simon Black
Senior Technology Manager:	Amanda Berkowitz
Analytics Manager:	Meredith Druss

CONDE NAST MARKETING SOLUTIONS

Location: USA