Creative agency DDB Worldwide has developed a social media campaign for Philips using secret cameras to film its customers.

Users of the Philips Sonicare toothbrush were asked to audition for a TV commercial. Customers seeking their 30 seconds of fame raved about their electric toothbrushes unawares of the concealed cameras filming them from the moment they stepped into the studio.

A Facebook page dedicated to “The Philips Sonicare Experiment” has already attracted more than 20,000 fans. Edited films of the fake auditions and behind-the-scenes footage can be viewed on the Facebook page along with other promotional content.

Gary Raucher, vice-president and head of integrated communications, Philips Consumer Lifestyle, commented: “The Philips Sonicare Experiment is another example of how we are increasingly leveraging social media in our integrated marketing communications.”

“We have taken the bold move to build our campaign on completely natural – and unpredictable – reactions from real Philips Sonicare users. We hope their enthusiasm will engage other users to share their experiences and, ultimately, help convince non-users to switch to Philips Sonicare.”

I’m not so sure about ‘completely natural’, but an interesting approach to social marketing non-the-less.

Philips Sonicare Experiment

Melissa How is a Melbourne based Marketing Consultant specialising in Strategic Planning, Digital Marketing and Communications.