Glaceau Vitamin Water has launched not one, but two separate social media campaigns in an attempt to position the brand along side some of the top athletes in the NBA. The first campaign is a pretty standard promotion that simply uses a Facebook profile page while the second is a little more interactive and encourages input from consumers to develop user-generated content (UGC).

By going the extra step and engaging the potential customer the company is giving the public a lot more to
talk about then just a beverage. It is providing an experience that it hopes will be remembered the next time the potential buyer is standing in front of the drink cooler.

This campaign is taking professional athlete endorsements one step further than normal by bringing fans a bit closer to their idols, even if that only means something as trivial as a virtual haircut.

The first promotional piece on Facebook is a competition survey that asks users who they are most like, Lebron James or Kobe Bryant. The profile page does not have a whole lot to offer outside of the
survey.

The second push however involves New York Nicks David Lee and an old-time virtual barber shop. Users are asked to first style the star’s hair using a miracle hair growth serum, hair dye, scissors and a comb. Users are then asked to upload a picture and style their own hair. The website is interesting and has few aspects that make the experience a little better than average such as the entertaining commentary by the user chosen sidekick.