The campaign, launched yesterday (6 December), will target under 35’s and aims to bring to life the brand’s promise: ‘the closest thing to wearing nothing’.
Mates Skyn hit squads with body-painted models will be distributing Skyn samples and giving people the chance to win an ‘ultimate night out with your mates’.
The campaign is supported online and with social media. Hit squads will tag pictures taken with the body-painted models, allowing people to 'like' and invite their mates to enter the free prize draw.
Brandwidth Group chief executive Andrew Strange said that while social media can create buzz around a new product, "nothing can beat the face-to-face interaction with consumers and well-targeted sampling".
"Our aim was to make the most of both worlds through an activity that would engage with the audience and provide it with a platform to share their Mates Skyn experience," he said.
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