unboxed marketing

group therapy for marketers and business owners

shampoo of peace

Posted by Steve Buchholz on March 20, 2009

I’ve become a regular watcher of the new series, Trust Me. If you haven’t seen it, it follows the employees of a Chicago advertising agency as they navigate the back-stabbing waters of their world.

dove's marketing partnership with the tv show trust me is totally unboxed

dove's marketing partnership with the tv show trust me is totally unboxed

Dove is a major sponsor of the show, and the company is using an interesting interactive strategy to escape interruption marketing.


Here’s how: 

  1. In the show, Dove shampoo is one of the fictional agency’s clients. In focus groups and creative meetings, the agency’s creative staff talks about Dove shampoo and advertising strategies. They’ve even shown draft television commercials. By the way, the creative direction (in the show) is fantastic. I looked around for the ads but haven’t been able to find them. Too bad.
  2.  Dove and the show have partnered to build the Be the Creative Director website, where visitors can choose the models, music, and voice talent for the Dove shampoo campaign. It’s actually kind of fun, especially since the site returns the voting results after you make a choice. It also appears the choice visitors make will impact the commercial that ends up being made.
  3. The Creative Director site is sponsoring a $50,000 sweepstakes, which requires you to give up some personal info.
  4. The site also allows you to request a free Dove shampoo sample. (I went with the Heat Defense Therapy version. The red bottle looks cool.)

This strategy is great. By incorporating Dove into the show, it makes sure TiVoers like me hear about the show’s sponsors. The website builds community and interaction and will create return visits.


Nice work, Dove. This strategy is totally unboxed.


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