The Bad Barnet Challenge aligned Brylcreem with mtv.co. uk and targeted males aged 16-24 during July and August.
Users could send in pictures via MMS or email of their mates' worst hairstyles to brylcreem@ mtv.co.uk, which were then uploaded to a microsite (www.mtv.co.uk/brylcreem).
Entrants to the Bad Barnet Challenge were sent a free sample of Brylcreem Next Generation Ultra Gel and gained the chance to win prizes such as an all-expenses-paid trip to Ibiza for four people and VIP tickets to Creamfields 2003.
The best and worst MMS images were displayed in a Bad Barnet Rogues Gallery and site visitors could decide who won prizes by voting for the worst barnet. They were rewarded with free samples for their efforts.
A push SMS was sent to subscribers of MTV's mobile database, telling them about the campaign. The promotion was supported online by banner ads, eyeblaster ads and editorial links on the MTV network.
All creative was handled by brand-focused saleshouse Viacom Brand Solutions. Zenith Optimedia coordinated the deal.
Julie Baker, marketing director at Brylcreem, said: "There is a perfect fit between MTV and the Brylcreem brand. We wanted to get guys talking about hair and taking the mickey out of their mates. We used new technology in a way that would appeal to our target audience."
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