ThermaSilk has partnered with rockstar Ashlee Simpson for her first concert tour where she will show off hairstyles using ThermaSilk products.
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| Bonus prizes and face time with Ashlee Simpson support her concert tour with ThermaSilk |
Celebrity hair stylist Luke O’Connor created two hairstyles for Simpson while she’s on tour using ThermaSilk products. The tour kicked off last month in Los Angeles and runs through April, where the final show will be held in Dallas, TX. About 75,000 samples are being distributed as fans leave each concert. A foil pack—one side shampoo, the other conditioner—is slipped behind “backstage” passes hanging from a lanyard.
A sweepstakes and dedicated Web site, Thermasilkhair.com, support the tour.
Fans can enter the ThermaSilk Rock Star For a Day Sweepstakes at the site for a chance to win time with Simpson in her Los Angeles recording studio. The winner also gets a makeover with O’Connor and $1,000 in spending money. Bonus prizes are handed out once per week for 17 weeks featuring handbags, designer jeans, a $25 gift card, a mobile phone with camera, an Ashlee Simpson tour jacket and charm bracelet among other prizes.
First time entrants get a $1 coupon toward ThermaSilk products. A viral component earns participants one additional sweeps entry by providing Unilever—the maker of ThermaSilk—with three valid e-mail addresses. The sweeps runs through May 27.
An online VIP fan room lets fans share “concert confessions, your favorite songs, or your Ashlee-inspired rock star style,” with some entries posted on the site.
ThermaSilk has adjusted its target to a slightly younger audience after research showed that women, ages 15-24, were the primary audience. The ThermaSilk line includes 28 shampoos, conditioners and styling products.
GMR Marketing, New Berlin, WI, handles the sweeps.
TV, radio, national and local p.r. and print to promote the sweepstakes, support.
“We’ve integrated Ashlee into everything we’re doing this year,” a spokesperson for ThermaSilk said.
In another tie-in with a rock singer, ThermaSilk held a small venue tour with Michelle Branch in the spring of 2003.
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