ou can't get closer than this. Gillette chose popular reality television show The Apprentice to promote its latest razor, Fusion. The 'brand integration' (simply put, product placement) deal involved a task put across to the two teams, in which they had to create an effective SMS-based promotion for the product.

Team Gold Rush was given the keyword "Closer" and Team Synergy was given "Five Blade". The goal was to persuade cell phone users who got the promotional SMS, to respond through the same medium. The two teams descended on Times Square in New York to implement their promotions. ... more