Thanks to the fabulous Francis Anderson for a great blog post about an interesting Unilever/MindShare brand content partnership (with contributions from Fox) that supports the Degree deodorant brand -it's called The Rookie.
Shot by 24's director of photography, the experience has shades of Jack Bauer and features a protagonist (Jason Blaine) whose protection is so strong he never perspires (a great fit with the Degree brand's positioning; indeed in the section about the product Degree proudly proclaims this is its most over-engineered product ever, shades of 24 indeed).
Francis reports 1.44 Million visitors so far but an average visit length of 5 minutes, which is decent.
Interestingly, you can also access old 24 episodes on the site(from Jack Bauer's "rookie season").
