FHM Undresses Sexy Viral Campaign with Charlotte Marshall
What’s the one (or two things) missing from our beloved Subservient Chicken? A hint: it’s something uber-hot British model Charlotte Marshall (pictured) could tell you a thing or two about. In classic chicken fashion, FHM, with the help of both UK-based digital communications agency Outside Line and New Media Maze, have put their noggins together to push the magazine’s annual “Top 100 Sexiest Woman” with an even sexier viral campaign.
Microsite visitors can “chat” with Marshall, one of last years Top 100 winners, in a handful of behind-closed-door locales and eye-catching ensembles (or lack thereof) and answer four questions based on the user’s favorite female attributes. She’s then ready and willing to help you narrow down the perfect mate from FHM’s Top 100 Sexiest barrel-o-hotness including such names as Jennifer Garner, Angelina Jolie and Alyssa Milano. The game was built using Flash 8 and incorporates embedded video footage of our favorite FHM model which is designed to run as smoothly as possible in all browsers.
Jamie Vickery, Account Manager at Outside Line explains to ADOTAS, “The main purpose of the game was to encourage people to vote in this year’s FHM 100 Sexiest Poll. We wanted to create a fun, yet sexy and intimate environment where FHM readers could interact ‘live’ with High Street Honey, Charlotte Marshall.”
Vickery continues, “After the user has voted they are treated to some intimate bonus footage of Charlotte dancing, kissing and allowing you to get a little closer. Two extra bonus clips are unlocked if the user sends the game to a friend and one final clip is revealed if the user enters a secret keyword,”
Regarding the “secret” keyword, Vickery adds that “it is being seeded in various message boards. Hundreds of keywords have been entered into the game to try and anticipate as many user responses as possible.”
In order to get the word out, FHM tapped New Media Maze to help drive the campaign through online PR. On top of their efforts, the campaign creators at Outside Line even created a MySpace page to increase awareness of the game to their target demographic which is predominantly (and not surprisingly) 16-34 year old males. Outside Line’s Vickery additionally offers, “We are seeding the game in forums and message boards and will target a wide range of communities including news & entertainment, sports/lad, girls /fashion and music & lifestyle.”
As for how well the campaign is being received thus far—not that anyone in their right mind would be running away from Ms. Charlotte—Vickery tells us, “In the first five days, the game had been played over 60,000 times. Early reports suggest that figure is rising rapidly but I do not have updated figures as of yet.”
The microsite, which Outside Line plans to promote on AOL and Mirror among other sites, went live on Wednesday, March 8th and will run until voting officially closes on April 13th 2006; final results will be announced in the June issue of FHM.
Get your vote on and meet Charlotte Marshall in the…er…flesh.
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