Procter & Gamble has launched a traditional campaign driving consumers to a mobile aspect of its promotion, an effort that shows marketers are embracing new ad mediums to reach their intended youthful audience. "The 18- to 34-year-old Gen Y consumer is engaged in this type of media," said P&G spokeswoman Tonia Elrod. "They're used to using their mobile phone and other devices to communicate with one another and learn about things. The consumer and where they're receptive to marketing messages helped guide us to determine which media to use." The campaign promotes Crest Whitening Plus Scope Extreme Toothpaste and uses TV, print, online and outdoor components. Print, bar napkins and restroom ads highlight the SMS portion of the campaign by encouraging users to text a code number and answer a series of multiple-choice questions.