Colgate builds music links via competition on MySpace

Colgate has launched a campaign on MySpace for its Colgate Max Fresh brand to reach a younger audience and form an association with music.

The campaign centres around a competition for MySpace members to win the chance to be a presenter at the Q Awards and a spot on 4Music. The MySpace page will act as the hub for the campaign, where people can upload videos of themselves as their entry to the competition.

The company has also signed up music blogger Gill Mills, who writes the Best of MySpace blog, to provide content for the page until the end of the campaign in November.

The campaign, by media agency MEC Access and MEC Interaction, will be promoted in paid ads on MySpace, including home-page takeovers and ads on Bauer web properties such as Q and Kiss.

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