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," said Carsten Boers, president of Flytxt, the wireless-marketing-services company working on the Crest promotion. "P&G is looking at mobile marketing as a strategy."
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. (Spoiler: Ms. Daniels recommends to all her clients that they take a last glance in the mirror and don't answer the phone unless they've told their dates ahead of time they're expecting an important call.)
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 we're really trying to connect with consumers in places where they're looking for irresistible fresh breath," said the aptly named Kevin Buss, interactive marketing manager, Crest. "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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Jack Neff contributed to this report.