In order to engage the male audience where they live and play, we created a franchise event as a co branded extension of ESPN’s highly successful NFL 2K5 console video game. The tournament name and logo championed the benefits of Remington’s titanium blades, while ESPN’s reputation as an authority in both football and video games was unassailable. Together they drove registration for the tournament.Tournament finalists competed at the Remington Titanium Bowl championship at a star studded event. The winner received $10,000 and an appearance on ESPN’s Cold Pizza.

350,000 people visited the mini site and more than 5,000 players participated. Consumers spent 75,000 hours playing, related message boards generated over 10,000 posts and 240,000 views. The result: Remington was the only electric razor with positive 2004 unit sales gains, and company dollar shares rose to an all time high (29%).