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| Promoting its new Smooth Sensation and Lip Care lines, Nivea teamed up with The Ellen DeGeneres Show for the “Are you a Hugger or a Kisser” promotion. Each time a celebrity guest hugged or kissed Ellen, Nivea donated $1,000 to Make-It-Right, a charity rebuilding homes in New Orleans affected by Hurricane Katrina. A Valentine’s Day-themed game show, “I Kissed a Guest and I Liked It,” gave away two Hawaiian vacations, while audience members received Nivea gift bags. Ellen drove viewers to the online microsite, where Nivea donated $1 each time someone voted whether they’re a “hugger” or “kisser,” and provided links to Nivea’s Smooth Sensation and Lip Care products. The integration raised $100,000 for Make-It-Right and over 37,000 online votes were cast. |
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