The music video, for the song "Climbing Walls" from Strange Talk, has colorful objects, which viewers can click to be entered to win them. Those prizes include socks, dresses and a Fender Stratocaster, among other items. Jason Wiedemann, brand manager for the Procter & Gamble detergent brand, says although other YouTube videos have included such "hot spots" before, those linked to another YouTube site. The Cheer video leads to a Facebook app for Cheer where you can register for the item you "dug." YouTube reps could not be reached for comment on Wiedermann's claim.
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The unique approach underscores the brand's attempt to woo a young, digitally savvy audience. The brand's marketing budget is now 100% digital, Wiedemann says, and the brand is being positioned to appeal to consumers who want to express their individuality. (Tagline: "We dig color.")
Like other P&G brands, Cheer is no doubt attempting to incorporate elements of the company's successful Old Spice turnaround, which was executed with a combination of humor and digital innovation.
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This story originally published on Mashable here.
- Fender Stratocaster