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P&G moves
into mobile marketing
Procter & Gamble
Co. is hitting the clubs with what's believed to be its first
mobile-marketing program. P&G's first mobile-based ad campaign
promotes Crest Whitening Plus Scope Extreme Toothpaste.
New team
Organized by a newly established team under Jean Berberich, P&G
innovations manager-mobile marketing consumer solutions program,
the promotion for Crest Whitening Plus Scope Extreme Toothpaste
offers club-goers an "Irresistibility IQ" quiz, and
is the first of an expected handful of mobile campaigns to break
through the end of the year.
P&G has identified
mobile as a major new channel to incorporate into the marketing
mix, P&G is looking at mobile marketing as a strategy.
Integrated
campaign
The Crest effort expands on a TV, print and internet campaign
featuring Samantha Daniels, author of "Matchbook: The Diary
of a Modern-Day Matchmaker," and Nick Cannon, host of MTV's
"Wild 'N Out." The campaign will advertise on bar napkins,
club bathroom signs and other guerilla-style media to pitch the
"Irresistibility IQ." Those who opt to take the quiz
text the words "IQ" or "Extreme" to the number
27378, or C-R-E-S-T.
Questions range from
what's the last thing you do before hitting the club to is it
OK to answer a call on a date. After the test is scored, participants
can find out the best answers. Participants also can opt in to
a sweepstakes for prizes such as video iPods and signed copies
of Mr. Cannon's latest album.
'More into
social life'
The medium makes sense, given the brand's target is more into
social life [than the average consumer], and P&G is really
trying to connect with consumers in places where they're looking
for irresistible fresh breath..It's just understanding the Gen
Y consumer and their need for real-time access. This consumer
is used to this in their everyday life with iPods and mobile technology.
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