June 10, 2010 09:05 ET
Skintimate Launches Viral Integration With WeeWorld iPhone App and Social Game
Top Shaving Care Brand Drives Viral Connections With Young Women for Skintimate Studios Hollywood Filmmaking Contest
NEW YORK, NY--(Marketwire - June 10, 2010) - Skintimate®, the #1 women's shave prep brand, and WeeWorld, a top teen property and social game and creator of the #1 avatar app on the iPhone, today announced the launch of the Skintimate Studios campaign. The multi-channel (Web and mobile) viral campaign includes placement within WeeWorld's top-selling WeeMee Avatar Creator iPhone app, dynamic experiences in WeeWorld's popular social game environment, branded, interactive virtual goods, as well as video and traditional media.
"This is the largest and most integrated viral campaign that we've ever done," said Jeffrey Wolf, Senior Brand Manager of Skintimate. "It's a custom integration into a thriving teen community -- we are giving away virtual samples of Skintimate and showing young women the essence of our brand in the digital arena. WeeWorld is the only partner we found that could provide a rich, viral experience, both on the Web and on the iPhone, and make it quantifiable."
On WeeWorld, teens can also compete to win Skintimate trophies and enter the Skintimate Studios contest for a chance to make a real Hollywood movie, a $500 scholarship and a handheld video camera. Teens will soon be able to role-play filming their Skintimate movie on a WeeWorld virtual movie set, while chatting and brainstorming with their friends. The winning film will be announced in August.
"We're thrilled to partner with Skintimate to deliver the first campaign that integrates both the WeeWorld.com experience and the WeeMee iPhone app," said Pauline Malcom-John, VP of National Sales for WeeWorld. "Teens can outfit their WeeMee with Skintimate-branded assets on their iPhone and act as brand ambassadors. Accountability is at the core of our advertising programs -- we are able to provide Skintimate and our other clients quantifiable results for viral reach when users share with friends through the WeeWorld platform, as well as through viral extensions on Facebook, MySpace and beyond."
WeeWorld (www.weeworld.com) is a popular social game and virtual world for teens with a mainstream appeal, reaching a global audience of more than 35M registered WeeMees. WeeWorld's goal is to provide a fun, visual environment that encourages self-expression and creativity. The WeeMee Avatar Creator is the #1 avatar app on the iPhone and is consistently ranked as one of the top-selling social networking apps in the Apple app store.
Through an expansive palette of features, clothes, accessories, hobbies, etc., WeeWorlders can create their personalized WeeMee avatar, connect with friends, decorate their own visual space, send animated messages, play games and more. Thanks to WeeWorld's open platform, WeeMees are portable to all major social networks and blogging sites, in addition to instant messaging platforms, e-mail signatures and mobile phones. WeeWorld has offices in Boston, New York City, London and Glasgow, and is funded by Accel Partners (www.accel.com) and Benchmark Capital (www.benchmark.com).
Skintimate®, the #1 selling line of women's shave prep products, is manufactured by Energizer Personal Care. A leading manufacturer of shave care around the world, Energizer Personal Care is a division of Energizer Holdings Inc. (NYSE: ENR), headquartered in St. Louis, Missouri. It ranks as the world's second largest manufacturer and marketer of wet shave products for men and women. Energizer Personal Care markets products in over 100 countries worldwide under the Schick and Wilkinson Sword brands. For more information on shaving and the complete line of Skintimate® products, visit www.skintimate.com.