• August 23, 2011

San Diego-based BillMyParents has launched a word-of-mouth marketing campaign with Tremor, the Procter & Gamble-owned marketing firm specializing in brand engagement through consumer advocacy.

The three-month, fully integrated and multi-platform program aims to reach 600,000 highly interactive moms -- nearly half of whom have teenagers -- who are members of Vocalpoint, Cincinnati, Ohio-based Tremor's online community built just for moms.

The effort is part of a comprehensive new multimillion-dollar marketing campaign that will extend through the end of the year and will span multiple consumer channels. It includes a dedicated microsite, exclusive Vocalpoint member incentives, frequent social media interaction and focused email communications have been created to drive trials and subscriptions to BillMyParents.--Tanya Irwin