P&G's Prilosec "purple pill" brand used extra-large rich-media ad units plus other key ad space on the Yahoo portal, ESPN.com and other sites over a 24-hour period yesterday, in what the company and its agency, imc2, hyped as an effort to "turn the internet purple," reports AdAge. The campaign was apparently P&G's largest-ever one-day online buy.
The sweepstakes part of the campaign will give away first-class travel accommodations and tickets to the 2007 season for the winner's favorite NFL team, plus the Super Bowl and Pro Bowl.
ClickZ writes that the campaign will include an ongoing web marketing component, along with an offline media plan that includes television, magazines, national and regional radio and in-store promotions.
imc2 picked yesterday because it offered a lull between games in the NFL news cycle. "We picked it because it's a little quiet in terms of NFL chatter and a big opportunity for us to make noise in market," said Steve Minichini, imc2's vice-president of media and head of its New York office.
