The free, downloadable auto-racing game, tying into the sponsorship, was promoted for one month via an eight second TV tag and a press release was sent to targeted magazines. During that time, online banners invited the audience to send an SMS to receive the game, in conjunction with a wireless campaign driven by links and search keywords. The game was infused with visual Head & Shoulders branding on game instructions, cars, tracks and “dandruff” obstacles.

The integrated operation delivered 12,500+ downloads. The plan generated strong brand buzz via mass media, TV and print. Moreover, wireless application protocol was revealed as a true touchpoint for the brand.