Professional stylists will be on hand to offer free makeovers to consumers that have coloured their hair with a product from the range.

Once the makeover is complete, shoppers will have their photo taken by a celebrity fashion photographer, immediately being uploaded to Facebook and shared with friends.

The activity is linked to a Facebook competition being led by creative agency Devilfish inviting participants to make a video showing the most creative way to "shake it up" for the chance of winning £500 in Topshop vouchers.

Kate Roche, senior account director at Tribe, said: "Working with Devilfish on Schwarzkopf has created an exciting new partnership for Tribe. By integrating the Schwarzkopf Shake Up Your Weekend Tour online via digital and social media channels we can really extend the reach of the campaign and see the full potential and power of experiential marketing."

Источник: Event Magazine