Until two days ago, I had NO IDEA there was a new “Superman” movie coming out. Hello, Man of Steel marketing blitz! With over 100 marketing partners, it’s interesting to watch the tie-ins unfold in NYC, and to see how brands turn movie product placement into fully integrated campaigns.
Gillette tackles a curious dilemma — How Does Superman Shave? Today, I spotted these subway ads that drive consumers to HowDoesHeShave.com and the Twitter handle #HowDoesHeShave. I personally think the URL, SupermanShave.com would have been easier to remember and it’s available, but maybe due to legal restrictions they couldn’t use the word “Superman”.
With microsites akin to dinosaurs in the digital world, where does this URL drive to? A branded YouTube page. Though the average user might not even notice this unless they looked at how the browser redirects in their toolbar.
On this page, you can watch video theories from renowned scientists/comedians, including Mayim Bialik (forever Blossom to me) on how Superman achieves this feat. The videos were produced well and they’re quick (a minute and a half each). Each video has approximately 400K to 550K+ views. Not only are fans watching — they’re VOTING, too. Diehard Superman fans claim the hero does it his laser vision and a mirror, but the other theories are much more interesting! The YouTube page also contains fan tweets continuously updating and of course, a call to purchase razors on Gillette.com. That is, if you want to look like the Man of Steel (yes, gentlemen, you do).
So what’s the buzz on Twitter’s #HowDoesHeShave?
While most tweets are positive with users posting photos of Superman shaving with laser beams or of their prepubescent boyfriends and a razor, there are always those who go for the risque photo opp. But hey that’s the RISK you take with user-generated content, and we’re all adults, right?
Kudos to Gillette who has demonstrated how to successfully implement a fully integrated campaign around a movie product placement. People are talking about Gillette, people are eager to see the flick. A win-win for everyone.
Gillette, you’ve made my DigiDay!
P.S. The latest Man of Steel trailer, sponsored by NOKIA. Looks amazing!