A man’s competitive nature drives him to try to prove himself constantly in most every aspect of his life. To tap this penchant to prove it, shave treatment Bump Patrol joined forces with Philips Consumer Lifestyle, which markets and sells Philips Norelco shavers, to create the “Prove Your Smooth” Facebook app campaign.
At ProveYourSmooth.com, guys can “take the challenge” by connecting his Facebook account to the microsite, allowing it to analyze his public profile and social interactions for how they convey his smooth factor. In addition to pushing the campaign through both brands’ Facebook pages, the companies will advertise on top African-American websites and on Facebook. The website will link directly to Walmart.com, where the Philips Norelco CareTouch electric razor is exclusively sold.