Rexona enters widget arena

DESCRIPTION

Rexona wanted to drive sales among Malaysian teens. Its new line of deodorants, Rexona Teen, were designed to appeal to this demographic and came in a smaller sized packaging than “adult” rexona. Like elsewhere in the world, Malaysian teens love to spend time online communicating with their friends via social networks.

In order to get the message across to the target audience, Rexona decided to launch a widget on social networking site Friendster.  Rexona created a profile page for brand character Rexteen Rexy, a 16-year-old cartoon who lives in Kuala Lumpur (http://profiles.friendster.com/rexteen). Friendster users could then download a widget from her page allowing users to build a virtual room on their own profile page.

Users can furnish the room by buying Rexona products and have a chance to win prizes such as iPods or an actual room make over. The initiative is claimed as the first commercial widget on in Asia. If successful, the widget may be launched and promoted in other Asian markets.

So far the brand character has more than 5,000 friends

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