The male grooming brand is holding an online competition for people to shoot their own version of the Shave Sexy ad launched in July.
Hosted on co-creation community Eyeka, the company is asking fans to submit a 45-second video in order to win from a £5,000 prize fund.
The original video, which features sexy ’master barber’ Barbarella X shaving a customer, has been viewed almost 100,000 times. King of Shaves wants to use it to create more of a dialogue around the campaign.
Paul Adrian, business development director at King of Shaves, said it wants to continue the success and story of the campaign, and create a community around it.
“We wanted to find out how you keep people coming back after you create an ad or a viral, so we’ve put it out to the community,” said Adrian, “It creates a dialogue and works as co-creation or crowdsourcing, so we can seed the content through our social channels for the coming months.”
King of Shaves has also launched a competition for one man to win a trip to New York and meet Barbarella X in person. To win this, people were asked to watch the video on YouTube or on the King of Shaves Facebook page and then enter their details.
The Shave Sexy campaign is being promoted to King of Shaves database via email and through PR.
This story first appeared on newmediaage.co.uk