How do you get guys to think differently about changing their blades? Appeal to their common sense. We geared our television, online banner ads, a microsite and an addictive Facebook game to the analogy between car and razor maintenance and made one point clear: like your car needs a regular tune up to perform at its best, a razor needs new blades to keep giving you the best shave.

With no media support, more than 10,000 people are active monthly users of the Gillette Blade Change Challenge app. Guys are downloading the app, returning often, and challenging others.