Razorbombing: Latest Internet Meme Brought to You by Schick

Originally posted on Mashable.

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 Xtreme3′s “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.

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