• Ad Age, Tuesday, June 20, 2006 12:45 PM

Procter & Gamble Co. is breaking with its conservative image to launch a new mobile marketing campaign targeting young people who go clubbing at night. The promotional effort, believed to be the first ever for the Cincinnati-based mega-marketer, is for Crest Whitening Plus Scope Extreme Toothpaste. It offers club-goers an "Irresistibility IQ" quiz, and is the first of an expected handful of mobile campaigns to break through the end of the year. "P&G has identified mobile as a major new channel to incorporate into the marketing mix," said Carsten Boers, president of Flytxt, the wireless-marketing-services company working on the Crest promotion. "P&G is looking at mobile marketing as a strategy." The campaign will advertise on bar napkins, club bathroom signs, and other guerilla-style media to pitch the "Irresistibility IQ." Those who opt to take the quiz text the words "IQ" or "Extreme" to the number 27378, or C-R-E-S-T. Questions range from what's the last thing you do before hitting the club to is it OK to answer a call on a date.

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