When a contest becomes a phenomenon

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Over the past few weeks, we have come across one of those cases that help us understand a little more about the real power of the Internet, sorry, the real power of people who use the Internet. I am referring to the Pantene Hair Contest and the “Hair Effect”. Here is a little background:

Pantene creates a contest aimed at showing, through photos or videos, an authentic “ Pantene Hair ” ( Juan, from Pasión por el Marketing , explains perfectly how an attribute has come to be defined with the name of a Brand) with a special site for the contest. So far, everything is pretty normal. The contest was developing in a more or less positive way, not with much participation (I don't know what they really expected either) but in a positive way in the end.

Then, the unexpected happened. Raúl Cirujano (who bc data malaysia we later found out works for an advertising agency) and his colleagues came up with the idea of ​​making a video to post in the contest, playing with a very distant and exaggerated image of the famous “ Pantene Hair ”.



His different appearance immediately won fans and, thanks to social networks, he became the star/host of the contest, placing first with a very, very exaggerated difference in votes.

What is the “correct” reaction from those responsible for the Competition?

Well, the correct reaction is to react (preferably with common sense). Pantene reacted, even though at that moment it saw that its contest was “rigged” and dismissed Raúl as a candidate for the award. Later, it observed the authentic phenomenon that Raúl’s video had caused and more or less solved it .

Some saw a missed opportunity, others a lack of respect, others an attack on the brand's online reputation, others a poorly managed online marketing competition... Without a doubt, a practical case that should help us learn a little more about the Internet, the power of people/ideas, the speed of reaction, common sense... both for Agencies and Clients .

I also leave you with some interesting sources to take into account, to have more information on this example: “ The true story of the Melenudo case and Pantente Competition ”, Repercussions in ABC, La Información, La Razón…