P&G'S ONLINE 'TREMOR' RESEARCH PROGRAM SIGNS CAA

Talent Agency to Provide Hollywood Consulting for Youth Marketing

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CINCINNATI (AdAge.com) -- Procter & Gamble Co. has hired Creative Artists Agency as a marketing consultant
Tremor, which is only open by 'invitation,' reaches more than 200,000 teens, according to a P&G executive.
Click to read P&G's description of the Tremor project..

as its Tremor youth marketing and research project seeks to further develop business with entertainment companies.

CAA, the Beverly Hills, Calif.-based talent agency, will bring Hollywood advertisers and other consumer brands into Tremor's marketing activities.

'Thought leaders'
Tremor, an online and offline teen viral marketing program developed by P&G and quietly launched last year functions as a semi-autonomous unit available to other marketers. It recruits teens based on their influence with peers.

Tremor members get to sample new products, advertising concepts or even scripts prior to their release to the general public, both for their feedback and in hopes that they'll spread the word to peers online.

Reaches 200,000
While the movie industry already uses such viral marketing programs to promote some movies, most of

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those programs have databases of only a few thousand youths, while Tremor's database of 200,000 can reach as many as 10 million peers, according to an executive familiar with the situation. While a typical youth may have only a few dozen entries in his or her instant messaging or e-mail address books, Tremor members may have hundreds, the executive said.

Tremor, whose work also includes using in-person focus groups of members, already has done work for such P&G brands as Pringles and outside marketers that include AOL Time Warner's AOL and WB Network and Steve Madden footwear.

Advance script
For WB, for instance, Tremor members got an advance copy of a script for a Dawson's Creek episode.

"Our approach with Tremor reflects P&G's tradition of innovative marketing," said P&G Global Marketing Officer Jim Stengel in a prepared statement. "Tremor clients, including P&G brands, benefit in its systematic approach to building advocacy among the influential teen audience."

CAA's corporate clients include the Coca-Cola Co., Motorola, Boeing Corp., and the Indy Racing League.

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