Home arrow News arrow Flytxt in the News 2006 arrow Procter uses phones to sell Crest in bars
Procter uses phones to sell Crest in bars
Sunday, 25 June 2006

Cincinnati Business Courier Procter & Gamble Co. is launching a marketing campaign that involves bars, singles and mobile phones.
The promotion, for Crest Whitening Plus Scope Extreme Toothpaste, involves consumers in a text-messaging game through London-based Flytxt Inc., a firm that specializes in mobile marketing. It is the first in several campaigns the companies plan to launch, this one being in partnership with author and relationship expert Samantha Daniels.

Here's how it works: Procter and Flytxt will distribute to bars across the country cocktail napkins printed with a code and directions. Visitors at the bar, presumably young dating types, punch in the number on their mobile phones to initiate the game. They then get back a series of questions, such as: "If you are on a date and your cell phone is ringing, what do you do?"

After responding to the questions, the player gets a score that rates "Irresistibility IQ" and then gives a plug for the toothpaste.

"It's not super serious, You can see how a group of people in a bar would try this together," said Carsten Boers, president of Flytxt Inc.

Flytxt is among several firms Procter selected last year to help with a mobile marketing strategy, he said. Such marketing is common in Europe, largely because it is very cost-effective. Though he declined to specify the value of his contract with Procter, Boers said in general mobile campaigns run in the tens of thousands of dollars, plus the cost for products, such as cocktail napkins.

Procter (NYSE: PG) does not expect to continually use text messaging for this campaign, Boers said, though he said it is very feasible to use these campaigns to keep in touch with customers.


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