Gillette uses YouTube and ball skills for youth focus

LONDON - Gillette is launching a youth-focused ad campaign on video-sharing site YouTube that encourages users to post clips of football tricks for the chance to win sports memorabilia and Gillette products.

"Trickstars 08", which was created by integrated marketing agency Haygarth, is targeted at 18- to 24-year-old males and builds on Gillette's current above-the-line campaign featuring Thierry Henry, Roger Federer and Tiger Woods.

The digital campaign launches March 13 on Google's YouTube, challenging users to create a trick using any type of ball and upload it to Gillette's branded YouTube webpage.

Participants are entered into a free prize draw to win exclusive signed Gillette Champions memorabilia and hundreds of Gillette products.

All entries will then be independently judged and the winning trick will be aired as an ident during Sky Sports' 'Gillette Soccer Saturday'.

Gillette will also showcase the coolest tricks on a dedicated website.

Nathan Homer, Gillette brand manager, said: "Trickstars is an exciting development for Gillette. The campaign is designed to connect with and attract the 18- to 24-year-old market, broadening the Gillette Champions campaign to a more youthful audience."

The "Trickstars 08 campaign" also includes targeted email activity and banner advertising, which involves 10 refreshed banner creatives, released over a three-month period across various media sites including Maxim, FHM, Sky Sports and the Video Egg Network.

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