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Razorbombing: Latest Internet Meme Brought to You by Schick [PICS]

By Mashable.com | Posted - Sep. 19, 2011 at 5:34 a.m.



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The next online fad may be brought to you by Schick.
The razor brand, a unit of Energizer Holdings, has introduced razorbombing, the practice of taking a photo with a razor in the foreground to create a visual pun much like planking and stocking. The brand executed a buy on BuzzFeed Thursday to jump start the effort. Branding for the would-be meme is subtle, but users can click through to the Schick Xtreme3s Shave the World contest, where they can win up to $10,000 for their witty use of razorbombing.
Andrew Foote, senior vice president of Edelman Digital, the agency behind the effort, says the effort is an example of a bottom-up campaign that involves consumers in the creative process. Foote says the campaign is more about involvement than trying to create a new meme per se.
The campaign also ties in with the Schick Xtreme3s refresh brand positioning, which revolves around the idea of shaking up your lifestyle. The brand has already seen some success by positioning the Schick Xtreme 3s Twitter feed, which has gotten a respectable 13,500 followers in about three months.
The effort follows a successful Twitter marketing campaign for another Energizer brand, Edge Shave Gel, which rewarded users who tweeted about their irritating life experiences using the #soirritating hashtag.
What do you think of this campaign? Let us know in the comments if you think a brand can create a meme.

Razorbombing Razorbombing Razorbombing Razorbombing Razorbombing Razorbombing Razorbombing Razorbombing Razorbombing Razorbombing Razorbombing Razorbombing More About: Energizer, Marketing, memes, Schick, Twitter Read More ...

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