The Sloggi campaign kicks off today at 2pm at www.sloggi.com with live streaming video of a photo shoot with last year's winners the 24 year old Andrei Andrei from Romania and Kristina Dimitroval from Bulgaria.
The online video will be hosted and introduced by Ray Cokes and will include interviews with the film and make-up crews and film clips of the participants.
The live Sloggi photo shoot enables online viewers to choose between four different camera perspectives to give them a behind the scenes look at what happens on a fashion shoot. Viewers can also actively shape and influence the shoot through online votes. For example, this will engage them in choosing the product to be shot.
Oliver Commentz, senior head of marketing and communication at Sloggi's parent company Triumph International, said: "We are enabling our users to get the full experience by exploring their interest in modelling and talent competitions. by being actively involved in it. As a young lifestyle-oriented brand, the entertainment factor on the internet is of great importance for Sloggi."
"We are convinced that with this unusual kick-off for the "Show me your Sloggi 2008" worldwide campaign, we will make it even more well known and attractive to the 20-to-30 year old target group," Commentz added.