|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..
CAA, the Beverly Hills, Calif.-based talent agency, will bring Hollywood advertisers and other consumer brands into Tremor's marketing activities.
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.
While the movie industry already uses such viral marketing programs to promote some movies, most of
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.
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.