Wednesday, June 17, 2009

Very Innovative Stealth Marketing must read!

I was sitting at home in front of my laptop and I was searching for innovative marketing campaigns when I came across the new advert series by Procter & Gamble...It is a very unusual campaign for Procter & Gamble and in fact from what I could find it was only launched of a blog....maybe to test people's reaction to it.

I found a blog featuring a series of short short films about a schoolboy who one day wakes up with "girl parts" instead of "boy parts". The videos show you the problems this guy faces in adapting to the menstruation cycle and finally when the D-Day arrives how this guy deals with the issue. I was quite amazed at this viral campaign and continued to search for the marketer behind this stealth campaign when I found it was none other than Procter & Gamble's Tampax.

Since April Procter & Gamble has been quietly promoting Tampax tampons through the blog, which features a series of regularly updated short films, starring Zack Johnson.

As of this week, the most viewed of nine online videos produced had been seen fewer than 6,000 times on YouTube, though it's had a few thousand additional views on such sites as The fictitious Mr. Johnson also has a Twitter account, @ZackJohnson16, with 949 followers.

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