No matter whether you're an up and at 'em type or a habitual snooze-button hitter, the one thing that most guys have in common is their morning shave. But which type has more fun? In this campaign, guys could identify their true persona by engaging in a fun, interactive quiz (ok, a psychological profile in the guise of 10 visually-based questions) for a chance to win a prize tailored to them. So, maybe an adventure tour for an Early Bird and a Vegas weekend for a Night Owl.

The main media vehicle that drove traffic to the quiz was an interactive video where the viewer could toggle back and forth between two simultaneously running clips.

This campaign also included a ton of social integration including custom quizzes on Buzzfeed and polls on Reddit as well as a co-promo with Spotify where guys could get playlists personalized to their Early Bird or Night Owl persona. Facebook posts were also created specifically to target each. So, morning posts between 5-8 AM targeted to Early Birds that might provide pre-run stretches or a new yoga pose; and late-night posts between 8-midnight targeted to Night Owls that may include club listings and quick midnight snack ideas.

​

(Executive Creative Director/Writer, 6Degrees/Real Interactive)