Procter & Gamble Co.'s Herbal Essences has launched an integrated multimedia campaign that uses the Web, social networking and mobile messaging to provide users with a "Fantasy Hair" experience.

The new campaign targeting Canadian women is featured at http://fantasyhair.ca and will spotlight five virtual destinations, each inspired by different Herbal Essences hair care lines.

"The mobile aspect of the campaign allows consumers to start a textual relationship with a guy," said Shawn Topp, consultant at Vortex Mobile, Toronto, creator of the mobile aspect of the campaign.

"It is a great way to get people to engage with the Herbal Essences brand and it's fun too," he said.

At the heart of each fantasy, there's a dream guy waiting. It all begins on the microsite, where up close and personal videos introduce the guys, their destinations and hair tips and tricks.

Vortex Mobile provides marketing and technology services that activate brand communications across the mobile channel. Vortex Mobile offers services such as mobile messaging, Web, advertising, couponing and application development.

The mobile component allows women to strike up a textual relationship with their chosen fantasy guy. The mobile integration is initiated through a Web signup at the promotion's microsite at http://fantasyhair.ca.

The user initiates automatic responses to her texts in an exchange that feels real.

This virtual two-way dialogue can last for 25 or more text messages. Some of the messages include coupons for P&G beauty products.

Not only do the flirty texts create a fun aspect to the campaign, they also give participants an opportunity to win a fantasy getaway, Heys luggage filled with P&G beauty products or daily product prizes.

Additionally, there is a Facebook component which consists of luscious looks and hair fantasy-worthy styles that are voted on by consumers.

The winner will be treated to a makeover, photo shoot, a feature in LouLou magazine and other cool prizes.

Users can find the Facebook activation at http://apps.facebook.com/herbalessences.

Vortex Mobile provided the mobile messaging programming as well as the development of the Facebook application through its Vortex Social division.

Leo Burnett Toronto is Herbal Essences' agency.

"Overall, we are trying to run a program to build affinity with Canadians," said Andres Giusto, account director at Leo Burnett, Toronto. "We are targeting consumers 20-27 and when thinking about what would engage them we realized we need to provide an experience.

"The heart of the program lies in this textual relationship," he said. "We wanted to do something unique during Valentine's Day.