rocter and Gamble (www.pg.com) is now going clubbing for its new campaign promoting Crest Whitening Plus Scope Extreme Toothpaste. The promotion, believed to be P&G;'s first mobile marketing campaign, offers clubbers the chance to participate in an "Irresistibility IQ" quiz.

Interestingly, the campaign quiz will be pitched on bar napkins, club bathroom signs and other such media. Interested participants can text the words "IQ" or "Extreme" to specified numbers. The target audience, no wonder, is the socially mobile and tech savvy youth. The raison d' etre behind the club campaign is to connect with young consumers where they are most looking for fresh breath. And a mobile marketing campaign is just the way to connect with youngsters with a thirst for real time access. ... more