‘Apprentice’ Pumps Crest

Proctor & Gamble reports that Crest’s appearance on last week’s episode of The Apprentice resulted in “the highest level of online interest in a single product launch in P&G history.” With the offer of free samples and a contest for the best marketing idea submitted via the web site, “increased Web traffic started immediately after the show aired, with more than 800,000 hits in just two hours. In addition, more than 40,000 samples of the product were requested and more than 20,000 applicants submitted ideas on how they would have created buzz.”

With the effectiveness of television advertising being questioned of late and advertisers moving more and more ad dollars to alternative outlets, this kind of paid placement is an example of creative marketing that may just pay off.

via [Lost Remote]