LONDON - Adult retailer Ann Summers has invited users to vote online for Britain's number one male heart throb in a campaign designed to promote the company's newest sex toy, the Rampant Rabbit Heart Throb.
"As part of our ongoing social media approach, we wanted an entertaining and engaging campaign for the heart throb, but not something that overtly promoted the product or our brand; it had to be more subtle," said Julian Baker, Ann Summers' marketing and business development director.
The "Britain's No. 1 Heart Throb" website allows visitors to vote on a list of celebrities, or upload their own photos to compete in a user-generated category.
The interface requires voters to select three reasons why their heart throb deserves the title from a list of eight attributes. The site then redirects the user to a new web page featuring an image of the Rampant Rabbit Heart Throb and video footage of the device in action.
Voting is open until Oct. 24 at www.myheartthrob.co.uk.
