P&G and Hilary Duff: Using a WOM Network
P&G has created a personal profile of pop star Hilary Duff to run on the home page of the social networking site, MySpace.com.
Duff's profile includes logos for Secret Sparkle deodorant. The promotion features a sweepstakes offering visitors the chance to win an iPod, a sign-up for more information about the product, and similar MySpace profiles of other superstars throughout the length of the promotion.
P&G execs feel that "mass marketing will keep losing effectiveness as media choices and consumer control grow, so it has made charting new paths to consumers a priority," according to a New York Times article.
