"L'incident Mennen" (the Mennen incident) is the latest web based advertising campaign created in 2011 by the H agency - Paris.
On a set, Sebastien Loeb (famous rally racer), sees his deodorant stick get stolen. This is followed up by a series of different actions where the stick gets passed from hand to hand until finally going back to its first owner.
This campaign not only uses celebrity endorsment, but also new communication tools such as the "surfing-telling" where you can follow the progression of a story going from a website to another. The adventure starts on Dailymotion, then goes onto Eurosport, a japanese blog, Pizza Hut website, RMC, TF1 News, Micromania, Facebook and Dailymotion again.
This campaign made a buzz, especially thanks to Twitter, but also to many french bloggers that wrote interresting anylisis (Frenchweb.fr1). The ad even made it to the national news on FR2 and FR3.
Primarly dedicated to the french markey, the campaign benefited from an international visibility thanks to Twitters from all around the world, including influencal people such as the US famous blogger Steve Hall (Adrants).
Check the full campaign on : www.incident-mennen.fr
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