A newly established team under Jean Berberich, P&G innovations manager - mobile marketing consumer solutions program, has launched P&G's first mobile-based ad campaign, promoting Crest Whitening Plus Scope Extreme Toothpaste, offering club-goers an Irresistability IQ quiz, AdAge reports (via MediaBuyerPlanner).

The campaign advertises on bar napkins, club bathroom signs and other guerilla-style media. Those who opt to take the quiz text the words "IQ" or "Extreme" to the number 27378, or C-R-E-S-T. The campaign expands on a TV, print and internet campaign.

Participants also can opt in to a sweepstakes for prizes such as video iPods and albums.