Benefit blends digital with live in time for Pore O'Clock

Cosmetics brand Benefit has enlisted agencies 1000 Heads, The Persuaders and Ministry of Fun to create a live and digital campaign for its make-up primer product, Porefessional.

Benefit launches experiential Pore O'Clock campaign
Benefit launches experiential Pore O'Clock campaign

The campaign is asking members of Benefit’s community to tweet their love for the product using the hashtag #poreoclock. All posts are collated online, and the village, town or city that shows the most enthusiasm will be rewarded with a live 'Benefit bash' thrown in the area later in the month.

Pore O’Clock will also be activating throughout the UK with surprise appearances from Benefit’s team of Spygals. The brand ambassadors will be visiting different Benefit counters throughout January, performing an eye-catching performance and talking to shoppers about the product.

Benefit will also be visiting universities in London, Glasgow, Manchester, Leeds, Dublin, Cardiff and Portsmouth to target the student market. Inspired by its founder’s initial work with lemons to develop the primer, the brand will be setting up lemonade stands at university re-fresher fairs.

Students who tweet #pore-clock will receive a refreshing glass of Fever Tree lemonade in return, alongside a coupon for a Porefessional sample.

Read more: Benefit and Heat confirmed for NTAs 2015

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