a leading producer of premium branded content across all genres and
distribution platforms, announced today the launch of the Tone
VideoBox; an interactive music platform sponsored by Tone body wash,
allowing consumers to watch music videos and behind the scenes content
from some of their favorite music recording artists.
The Tone VideoBox is a national campaign on some of the
nation’s most popular destination websites. The VideoBox provides
consumers with instant access to music content from top artists and
rising stars. The VideoBox also allows consumers to learn more about
Tone’s new Daily Detox body wash. Listeners will have the opportunity
to enter for a chance to win a spa trip for two.
"The Tone integrated marketing campaign, which includes the
Tone VideoBox, helps communicate the brand’s essence while embracing
Tone’s line of body care products that deliver luxury spa quality for an
affordable price point," said Celeste Calderon, Brand Manager. "The
Tone VideoBox is an excellent way to deliver the message about our new
product while entertaining our audience with some of the best musicians
in the world."
The Tone VideoBox is part of an overall campaign created by
Henkel and advertising agency OMD that reaches younger consumers with
developed passion points such as music. In addition to the Tone
VideoBox, the campaign includes a partnership with MTV and brand
integration around the network’s hit show "The Hills."
"Henkel and OMD capitalized on a unique opportunity allowing
RedLever to brand its proprietary VideoBox player with the content, look
and feel that matches Tone’s brand essence," said Richard Shore, COO,
RedLever. "As a result of the collaboration, we have created a
compelling branded entertainment campaign that attracts consumers to
interact with high-quality music content, while spending more time than
other marketing tools learning more about the Tone line of body care
Henkel and OMD selected RedLever for its ability to bring
together brands and music content, creating a tastefully branded
experience that simultaneously provides entertainment and brand
education to the ideal consumer. RedLever’s proprietary VideoBox concept
features music content in an agreement with Epic Records.
RedLever was also chosen for its ability to connects brands
to finely tuned targeted audiences through the Adconion Network, the
largest independent global audience network, reaching 68% of the total
U.S. internet audience and more than 141 million unique users in the
The Tone product line illustrates a new direction of premium,
spa-quality products at an affordable price point.