Procter & Gamble has created a mobile social campaign designed to strike down young girls’ prejudices about tampons and educate them about the benefits of its Tampax brand, while leveraging the intimacy of the mobile phone and the adding viral elements to leverage teen girls’ propensity to share.
P&G tapped mobile marketing agency Phonevalley and media planning company Starcom MediaVest Group for the launch of the Tampax mobile campaign to reach girls ages 13-17 in France. It supports a Web campaign launched to promote the character of “Max the Tampax” and create a community around him on the Skyrock.com Web site.
The campaign includes
- mobile videos, in which Max offers free advice targeted to young girls, broadcast live from roadcast live from the “Tampax Academy” on Dailymotion Mobile at http://m-tampax.fr
- offers for free samples
- a game, with top scores posted and the opportunity to win a mobile phone
- the ability to share elements of the campaign with friends