Dove Wants to Be Your Tweetheart

In honor of Valentine's Day, London's Victoria Station is hosting an interactive billboard (which it's calling a ‘tweet screen’) to engage the public through February 19th. Over the seven-day run of the interactive campaign, Dove will post a question on the JCDecaux large-format Transvision screen in the path of 350,000 commuters daily.

The public is invited to respond via tweets using the #DOVELOVE hashtag or by SMS DOVELOVE to 60002 or via the Dove Facebook page at Facebook.com/dove.

On Monday, the question was, "What makes you feel beautiful?" with responses sent via Twitter or SMS posted on the screen. Today, on Valentine's Day, the question is: "What do you love about your Valentine?" with Dove brand ambassadors handing out white tulips.

“We hope the engagement and interactive nature of our campaign will bring a smile and a moment of Dove’s warmth to Londoners during their daily commute. We look forward to seeing Londoners’ reflections on beauty and their thoughts on the women in their lives shared on our billboard at Victoria Station,” commented Jocelyn Hsieh, senior brand development manager in the UK for the Unilever-owned brand, to Marketing Week.

Part of Dove’s ongoing 'Campaign For Real Beauty,' this latest campaign was created by Billington Cartmell and booked by Kinetic and Mindshare, with R/GA making the digital elements flow smoothly.

Marc Mathieu, Unilever’s SVP of marketing, told Marketing Week that brand marketers need to “be more noble” and create campaigns with social purpose as well as to drive sales, commenting that Dove’s Real Beauty positioning is “a frontrunner of its 'crafting brands for life' strategy.”