It is relatively simple to associate an important brand to famous spokespersons. It is much more difficult to bet on emerging names that consumers can relate to more easily. This was the global challenge launched three years ago by Gillette, which decided to reward young Italian athletic talents by proposing the first "Gillette Future Champion" project.

The goal was to identify rising stars who represent fair play, a drive to succeed, technical skills – the same as Gillette brand's values - presenting them to fans who then will elect their "Future Champion." The challenge within the challenge of this edition was to make an already familiar initiative even more appealing by projecting it into digital sphere. The strategy had a particular focus 2.0, which encompassed all phases: from the "all online" kick-off press conference for journalists and bloggers, to the direct engagement of consumers through Gillette Italia Facebook page; from ongoing media and blog relations to the conclusive press conference and the crowning of the winner.

Main results:- On-line press conference 55 participants- + 600% consumers’ votes vs year ago- 206 stories: + 40% vs. year ago- Readership 103 million- 50 participants in closing press conference- 7,088 fans of Gillette Italia Facebook page

Announcement: online presentation of Future Champion 2010 via web conference (Sept 10) Online web conference for both sport editors and sport bloggers. Live chat with candidates has been carried out to give editors and bloggers the opportunity to interact with them.Each on-line participant had the opportunity to talk with the Champions.

Tools: digital press kit, traditional press release, backstage video, event/champions pictures, Facebook page to start dialogue with consumers using FC’s materials contents.Ongoing Programme: holistic activation of the program & Consumers voting. (Oct 10-Jan 11) Both traditional and on-line press office activities to keep media and bloggers attention high.

Exploitation of advertorial contents as additional hooks for sport bloggers to continue to push buzz around the initiative and increase on-line WOMCelebration (Jan 11) - Traditional press conference to present and award the winner - On Gillette Facebook fanpage "live" press conference allow fans to experience the event live.

Main results: - 55 participants in the on-line press conference, including sports journalists and bloggers- number of votes cast by consumers was six times higher the previous edition: + 600% consumers’ votes;- 206 stories in TV, radio, newspapers, web, blogs: + 40% vs. year ago- readership: 103 million- 50 participants in the closing press conference- 7,088 fans of the Gillette Italia Facebook page as of January-February 2011.