Fight for kisses... and market share

If you've ever wondered just how many more blades they can get on a razor in an effort to grab market share, wonder no more. It's no longer about blades. It's about engagement.

Wilkinson Sword released this little corker of a campaign a little over a month ago. If animated babies freak you out, eject now. Otherwise, play the video and prepare for battle.

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Visit the site here, but beware! It's full flash, so make sure the broadband is turned up full strength.

Once you get past the trailer, you can download a game, share scores, get screen savers and send personalised ecards of your loved one's name tattooed to rather impressive bicep.

Battling bubbas don't necessarily do it for me, but then I'm not the intended audience. Perhaps their Intuition brand might consider a virtual retail therapy rodeo where winners are given an open cheque to the shoe department. Now we're talking... sorry, shaving!

Tracking the media, monitoring the message