Deal Includes Advertising and Product Placement

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A correction has been made in this story. See below for details.

CINCINNATI (AdAge.com) -- Procter & Gamble Co. will launch a 20-brand tie-in with Survivor on Viacom's CBS next year in a deal that includes advertising, product placement and other content integration, a P&G spokeswoman said.

Publicis Groupe's Starcom MediaVest Group, New York, arranged the sponsorship as part of P&G's $300 million-plus annual cross-platform deal with Viacom, the spokeswoman said. P&G will be one of four major sponsors of Survivor 8, which begins Feb. 1, she said.

Entertainment tie-ins
The sponsorship, which will span fabric and health, home care, beauty care, oral care and snack brands, is one of P&G's largest entertainment tie-ins ever, she said, surpassing previous deals with American Idol on News Corp.'s Fox.

Spending was not disclosed.

The program will include a contest to choose possible contestants for Survivor 10, to air in spring 2005, promoted next year in-store and through "P&G Brandsaver," a multi-brand national coupon insert and online loyalty program handled by WPP Group's Landor Associates and Bridge Worldwide, Cincinnati.

Possible contestants
To enter the contest, consumers will need to buy three P&G products and answer three questions about Survivor 8, which includes an "All Star" ensemble cast of favorite contestants from previous Survivor series, the spokeswoman said. A random drawing of five of the entrants will be interviewed as possible contestants in Survivor 10.

The brands to be featured in the tie-in include: Herbal Essences, Crest, Dawn, Infusium, Bounty, Pantene, Clairol, Olay, Cover Girl, Tide, Secret, Old Spice, Pepto-Bismol, Aussie, Charmin, Zest, Pur, Pringles and Downy.

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CORRECTION: An earlier version of this story incorrectly reported Procter & Gamble Co.'s advertising and product-placement portion of the 20-brand tie-in begins with with Survivor 10. The tie-in actually begins with Survivor 8, which starts Feb. 1, while the contest is for possible appearances on Surivor 10, which airs in spring 2005.

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