THE PHILIPPINES, NOVEMBER 2011: Dual Action Blender is behind Kiss Mark, the new digital campaign for NIVEA Lip Care. The campaign, developed in partnership with Cosmo, features Mark Alejandro, the November 2011 Cosmo Online Hunk, in a specially created game.
Using NIVEA Lip Care products, players have to kiss Mark as many times as they can for a chance to win a real-life date with the hunk.
Ricky Santillan, Dual Action Blender’s Head of Creative, explains: “The game is actually a product selector in disguise. The products are your kissing weapons. You have to select the most appropriate one for each situation to get maximum kissing power.”
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Jon Lee, Brand Executive for Beiersdorf, adds: “We are trying to educate consumers relative to lip care by showing them that different situations call for different products. There is a NIVEA lip care product perfect for every moment.”
As players follow Mark through different scenes, they need to adjust their lip care selection to get the most points per kiss. A day at the beach comes with different requirements from, say, a night out.
The game was developed for Facebook and is accessible by clicking the Kiss Mark tab at www.facebook.com/NIVEAPhilippines. It is supported by a drive-to-app campaign on Facebook and Cosmo.
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Participants have until November 30, 2011 to kiss their way to becoming Mark’s date in a special Cosmo coverage.
