CINCINNATI, Sept. 10 /PRNewswire/ -- Football superstar Chad Johnson is known for taking risks. This season he'll take another one by letting fans decide which way he checks his celebrated cornerback checklist. As part of a new interactive campaign powered by Degree Men, fans will have unprecedented access to "85," including the new fan-driven cornerback checklist, as well as personalized trash-talk messages, behind-the-scenes videos and interactive TV.
CHECKLIST FOR CHARITY
Johnson's cornerback checklist has received much fanfare in the last two seasons. This season, Johnson is taking a risk by letting fans decide which way he checks his checklist after each of his 16 regular season games. To give fans an extra incentive to vote each week, Degree Men is making an 8.5 cent donation to Feed the Children, an international non-profit hunger relief organization, for each vote made online at TrashTalk85.com. Johnson hopes to raise $85,000 for Feed the Children this season through the checklist.
"My checklist has always given me extra motivation," said Johnson. "But the opportunity to help needy kids around the world increases my drive. I had the unique opportunity to tour Kenya in the spring and it really opened my eyes. I hope the fans will get behind the checklist this season because Degree Men has made it so simple to help these kids."
TALK TRASH WITH YOUR FRIENDS ... OR FOES
Johnson is so confident that he'll eventually wind up in the end zone that he regularly calls out his opponents. This year Johnson is letting fans get in on the fun, and he's doing all the talking.
Fans can log onto TrashTalk85.com to create personalized trash talking messages from Chad that can be sent to a cell phone of their choice. Each message features customized names, favorite team, work, hobbies and home state. Fans can also take a page from "85" and taunt their fantasy football opponents throughout the season.
OCHO CINCO COMES TO A LIVING ROOM NEAR YOU
Johnson also plans to offer fans an all-access pass to his life off the football field through a series of online videos called the Risk Cam. The Risk Cam will feature unscripted videos produced by Johnson that showcase "85" in a series of situations throughout the season. The Risk Cam videos will be posted at TrashTalk85.com.
"Chad is the league's consummate risk taker and we're proud to partner with him again this season," said Sam Chadha, marketing director, deodorants, Unilever. "Degree Men always protects men like Chad who take calculated risks -- and we're excited to give fans exclusive content they want around one of football's most popular superstars."
The campaign also marks the first time that a cause-related initiative will reach interactive TV viewers. Chad's channel will deliver remote control access to all elements of the campaign; interactive TV viewers can cast votes on Chad's checklist that will raise donations for "Feed the Children", watch Risk Cam videos and preview personalized trash-talk messages from Chad. The channel will be supported by :15-second spots and run across both Dish Network and DirecTV, reaching approximately 25MM interactive TV homes. BrightLine iTV Marketing Specialists designed the interactive TV components of the campaign.
Visit http://www.trashtalk85.com/ for exclusive content including Chad's virtual checklist, trash-talking messages and the Risk Cam videos.
About Unilever
Unilever , one of the world's largest consumer products companies, aims to add vitality to life by meeting everyday needs for nutrition, hygiene and personal care. Each day, around the world, consumers make 160 million decisions to purchase Unilever products. The company has a portfolio of brands that make people feel good, look good and get more out of life.
In the United States these brands include recognized names such as: Axe, "all," Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever in the United States employs approximately 13,000 people in more than 60 office and manufacturing sites in 24 states and Puerto Rico - generating nearly $10 billion in sales in 2006. For more information, visit http://www.unileverusa.com/.
About Feed The Children
Founded in 1979 by Larry and Frances Jones, Feed The Children is the 9th largest international charity in the U.S., based on private, non-government support. The mission of Feed The Children is to deliver food, medicine, clothing and other necessities to families who lack these essentials due to famine, war, poverty or natural disaster. In FY 2005, Feed The Children shipped more than 183 million pounds of food and other essentials to children and their families in all 50 states and internationally, supplementing more than 1,463,065 meals each day. Since its founding, the organization has reached out to help those in need in 118 countries around the globe. For more information, please visit http://www.feedthechildren.org/.
