America Online is teaming up with Unilever’s Dove brand to search out five CEOs—Chief Everything Officers, that is—to honor consumers who give their all.
To recognize the daily challenge of balancing work and family life, AOL developed a special micro site to make consumers’ lives easier. The site at AOL.com/CEO offers budget advice, money-saving tips and expert comments on wellness and work-balance issues.
“The goal is to create a network special…on our service around women and celebrate them everyday,” says Tina Sharkey, senior VP-network & community programming for AOL.
Under the partnership, AOL and Dove are conducting a nationwide search to find America’s own CEOs—consumers who manage it all. The contest seeks entrants who best represent the meaning of Chief Everything Officer in financial management, facilities management, human resources and benefits, organizational development and community outreach. Consumers can enter online at AOL.com/CEO.
Five finalists will receive a trip for four to New York, a $1,000 shopping spree and the choice of one of five life-balance prizes worth $10,000. Life-balance prize choices include personal-chef services, a spa package, cleaning services, babysitting services or a “familymoon” vacation. In addition, contest finalists will be honored during a luncheon in New York City on May 17. The contest runs through March 27.
Dove is sponsoring the search around the launch of its new Calming Night products, which feature a new fragrance designed to help busy people unwind at the end of a long day.
And to help promote AOL’s micro site, Dove is using a little star power from Desperate Housewives’ Felicity Huffman. Huffman stars in series of webisodes directed by Penny Marshall, which feature Huffman as an exhausted mom who dreams she is in classic sitcoms, including Leave It to Beaver, The Munsters and The Brady Bunch.
The webisodes are available at Dovenight.com. Dove features its Calming Night Product in shots of the video shorts. TV spots, print ads and online materials support. Mindshare Entertainment, New York, handles the webisodes
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