Locate inner Zen with online media

Neutrogena kicks off a new campaign that revolves around a proprietary online reality show called OneLessStress, reports PROMO Magazine.

The show follows three women in their twenties as they compete in seven stress-related challenges set in New York City. The show, which runs until the end of August, also features tips from experts and celebrity host Hayden Panettiere of NBC's Heroes.

The promo also includes a sweepstakes to win a trip to the Bahamas. People can enter by watching a webisode and answering three questions based on its events. The website offers additional features like a stress quiz and an online Zen garden.

Finally, women can enter a chance to star in the webisode by uploading a video describing how they deal with stress.

The move is one result of growing incorporation of audience input or contributions into entertainment produced by major brands. Other such examples include Vuguru's Prom Queen, which seeks amateur band inclusion for its soundtrack, and LonelyGirl15's KateModern, which incorporates audience suggestions into the show's plotline.