MUMBAI: Since it launched the Fusion Proglide Flexball razor, Gillette India has been coming up with various promotional strategies, with one of the strategies being promoting it through social media .
The new Gillette razor is different from the previous razors launched by the brand. It has five blades on the front and one blade at the back that allows it to swivel back and forth. The movement of this razor is quite similar to how one’s wrist works. The new Flexball technology helps men to shave without twisting their face in awkward ways.
The brand now has an ongoing campaign for its Fusion Proglide Flexball razor on Twitter – The Flexball Challenge that challenges its patrons. To enter The Flexball challenge, one has to tweet to Gillette India with #Flexiballchallenge and wait till Gillette India makes its first move. (For example; ‘I am ready for #TheFlexballchallenge @GilletteIndia’)
Once Gillette India has made its first move by sending a chart which is divided into three rows and three columns -A1-A3,B1-B3,C1-C3, the participants have to reply to the move by choosing the desired position. (For example A3#TheFlexballchallenge). The game is a clever way of explaining the flexibility of the product as players do not have to use pen or pencil to play the game.
Before getting started with the game, participants have to keep its in mind. For instance only one game at a time can be played. Furthermore participants can always ask for a rematch. The hashtag has to be used always and one must wait until Gillette India responds back, resending or changing of moves are not allowed. The challenge has taken Twitterti by storm. Over a hundred participants have tweeted and taken part in the challenge so far. Here are a few examples:
sujoy_kapur tweeted, “C1 is my first move team @GilletteIndia #TheFlexballChallenge.”
avdesh_roy tweeted, “Friends lets take #TheFlexballChallenge Play & win @GilletteIndia @saraf_silky
Amol_77 tweeted, “I am ready for #TheFlexballChallenge join me and play it @GilletteIndia guys.”
