PROMO SPOTLIGHT: ICast site, Listerine explore campus comedic capabilities

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Marketer: ICast Comedy, New York, and Cool Mint Listerine, marketed by Warner-Lambert Co., which recently merged into Pfizer.

Effort: "ICast College Comedy Bake-off."

Agency: U.S. Concepts, New York.

Twist: To introduce a new comedy section on the entertainment site (, iCast is conducting a 25-city talent search of college campuses, inviting students to compete in live performances hosted by comedians including Andy Dick and Ralph Harris. Students also can enter online. A grand prize winner gets the chance to perform at one stop of the Janeane Garofalo & Friends concert tour next spring.

Vital statistics: Lead sponsor Cool Mint Listerine will distribute samples at all stops. Co-sponsor Salon Selectives, marketed by Helene Curtis, separately hosts a video competition for the "Funniest Bad Hair Day," with the winner getting an expenses-paid trip to New York for a "Hair Day Getaway." Hyundai Motor America, also a co-sponsor, automatically enters those who complete a "virtual test drive" into a sweepstakes to win a 2001 Hyundai Santa Fe. The tour concludes Oct. 30.

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