Schwarzkopf, the Henkel-owned haircare brand, is partnering with Facebook to launch a branded group on the social network to generate interest in its Live Colour XXL products.
The company has briefed Tribal DDB to develop Studbook, an application inviting female consumers to compete for a place in the tongue-in-cheek 'Live XXL League Table for Irresistible Women'.
Participants collect points by asking male Facebook members to perform tasks.
Studbook directs participants to the Colour XXL Live Academy website, which advises women on how to 'cope' with being more attractive after colouring their hair.
Join a growing community of media, marketing and advertising professionals today
Read exclusive registrant only articles
Read more articles each month
Sign up for free specialised news bulletins
Register NowGet unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Advertising Intelligence Market Reports.
Find out moreGet unlimited access to ±±¾©Èü³µpk10’s premium content for your whole company with a corporate licence.
Upgrade accessGet the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.
Create an alert now
_1.jpg)
.jpg)
