P&G Targets Generation Y with Mobile Marketing

Crest is part of parent company, Procter & Gamble’s, first mobile marketing campaign. The program, an initiative spearheaded by newly appointed Jean Berberich and her team, promotes Crest’s Whitening Plus Scope Extreme Toothpaste by enticing club-goers with an “Irresistibility IQ” quiz. This is the first in an ambitious approach to mobile marketing.

The promotion works by advertising on bar napkins, club bathroom signs and other unorthodox mediums to introduce the “Irresistibility IQ.” Those willing to participate simply text the words “IQ” or “Extreme” to the number 27278 (CREST).

The program also entices participants with sweepstakes for prizes such as video iPods.

Gen Y’s expanded social life and zeal for fun make them an ideal target for this kind of interactive promotion. Focusing on places where “[Gen Y] is looking for irresistible fresh breath,” says Kevin Buss, interactive marketing manager for Crest, is genius to Gen Y’s “need for real-time access.”

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