The mechanism of the interactive commercial 1) The viewer dials into the call-to-action telephone number. 2) The player identifies their razor by a tag attached to their razor showing the last 4 digits of their phone number. 3) The players use the number pads on their handsets to direct the razor. 4) When the game is over the percentage of body hair shaved is revealed. 5) The end of the commercial reminds people to turn off their phones 6) The users then receive an opt-in SMS for more info that may include Gilette promotional prizes they won for the competition.