Who really crosses the velvet rope in the summer nightlife scene? Those with beautiful hair, according to a series of vignettes produced by NBCUniversal's Integrated Media and Creative Partnerships & Innovations group — the ad sales unit that lines up product integrations for branded entertainment across NBCU's stable of media properties — about Unilever’s new premium hair care brand, Clear Scalp & Hair Therapy.
Featuring 30 Rock's Jane Krakowski; Bravo exec/host Andy Cohen; Giuliana Rancic of E!; and NBC's "Saturday Night Live" alum Tim Meadows, the vignettes portray "Best Night Ever," the story of Logan and Chloe, who gain access to nightlife hotspot "Clear" and rub shoulders with NBCU talent, eventually making it into the exclusive inner sanctum, "The Source."
The campaign is now running on NBC, Bravo, E!, Oxygen, Style, NBC.com, Bravotv.com, Eonline.com, Oxygen.com, MyStyle.com, and DailyCandy, breaking May 21st during "Bethenny Ever After" on Bravo and ending the week of June 11th.
Fans are invited to create their own online storylines, taking Logan's and Chloe's fate in their hands, via Interlude Technology, that lets them choose "what happens next" at every step. “In today’s crowded marketplace it is more important than ever to rise above the clutter with break-through creative that engages audiences in new and unexpected ways,” said John Shea, EVP and CMO, Integrated Media at NBCUniversal, in a press release.
"Ultimately, as our characters and celebrities prove, the secret to having your best night ever is not befriending the bouncer or getting to know the bartender, it's about the confidence that great hair brings," says David Rubin, U.S. Haircare Marketing Director for Unilever.
Leveraging social media, Twitter hashtag #BestNightEver will be promoted in on-air spots, the online video will be featured on the Clear Scalp & Hair Therapy Facebook page and the Facebook pages of NBCU's DailyCandy, Style and E!, and on NBC.com where audiences can use the “Fan It” rewards system to earn points (redeemable for virtual and real prizes) for leaving comments about the “Best Night Ever.”
Unilever scored a cross-platform home run with their Dove “campaign for Real Beauty” — can this campaign deliver two-for-two?
One tie-in that might have helped would have been using superstar model, producer, television host and designer Heidi Klum, the face of Clear Scalp & Hair Beauty Therapy, who no doubt would have been involved in this ... if Project Runway hadn't moved from NBCU's Bravo to AETN's Lifetime.