Proctor & Gamble's Old Spice has launched its "Music in the Zone" promotion offering free downloads, song samples and artist information to attract its core 16-24-year-old male demographic to a music-themed, Old Spice-branded website (www.musicinthezone.com), Adweek writes. The site links to Spin articles and will give away music from the iTunes Music Store through UPC codes.

The site will be promoted through TV, radio and online advertising and messaging on Old Spice packaging. Independent shop EVB in San Francisco is handling the online, Saatchi & Saatchi is doing the offline advertising. EVB is promoting the new site with ads on MTV.com, iFilm, MySpace and other sites visited by young males.

EVB clients like Old Spice and Wrigley's are recognizing the Internet's potential as a branding medium, and have begun shifting money into building content destinations. "The quality of the content has to be good enough that they don't mind the brand there," EVB managing director Daniel Stein said.