Pond’s created an online reality TV dating show called ‘Chance Encounters (in the Mud)’. It involved speed dating whilst wearing a Pond’s mud beauty mask, so that participants could judge each other on personality.The audience could also see the online reality show of 32 introductory videos, 32 pick-up vignettes, 128 speed-dating vignettes and 25 webisodes of contestants battling to be crowned ‘Pond’s Prince and Princess of Muddy Romance’. The activity was supported in outdoor, print and online.

The Pond’s microsite received more than 5.6 million repeat visitors – not unique visitors – dedicated viewers returning frequently. Of those visitors, 7.5% posted messages on the bulletin boards.Pond’s has recorded a sales uplift of 31% from June to August, compared with March to June 2007.(Source: Sina, Nielson)