Unilever’s virtual Dove Hair Spa—where online players upgraded their bathrooms and
Published April 30, 2012
•Unilever’s virtual Dove Hair Spa—where online players upgraded their bathrooms and interacted with the spa and Dove hair care products via a special Care & Repair with Dove Hair Therapy shower feature—drew many users, according to Electronic Arts (EA), its partner in the program.
“What a great kickoff to a year-long, multi-brand relationship between Unilever and EA,” said Dave Madden, senior vice president of Global Media Solutions at EA. “In just a two week period, over one million The Sims Social players redeemed the Dove Hair Spa virtual items in their games. It’s a powerful combination of the right game, the right audience and the right gaming platform showing the success that real-world brands can have reaching highly-engaged players.”
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