Executives at Olay, which is Procter & Gamble’s premier beauty brand, wanted to launch a new product – Regenerist Eye & Lash Duo – in a way that would drive brand engagement through social and mobile channels. As a result, Olay came up with an idea to turn customers into advocates and create instant brand loyalty by making them famous for a day.
Over two weekends in May, Olay fans received beauty makeovers in Times Square in the heart of New York City, and then saw their faces literally up in lights on a giant....