October 15, 2007
P.&G.'s Web Installment
The company that brought soap operas to radio, then television, Procter & Gamble, is trying the same strategy online with “Crescent Heights,” a new show intended to reach young viewers where they watch the most — their PCs and cellphones. The New York Times reports.
"The series, which is more sitcom than soap, focuses on a recent college graduate, Ashley, who moves to Los Angeles from Wisconsin to start a career in public relations, and her emerging circle of friends and romantic interests. Written, directed and produced by Hollywood veterans, the three-minute episodes are as polished as any television sitcom.
“Crescent Heights,” which Tide is promoting on its television commercials, print ads and packaging, is too new to affect sales. “The reaction so far has been great,” Mr. Crociata said. “We feel like we’ve hit on something that’s entertaining and, in our testing, has shown it’s influencing purchase intent.”
Mr. Crociata said the series, which was taped in an initial set of 10 segments, will help Procter & Gamble evaluate its broader strategy regarding online entertainment. At least one other Procter & Gamble brand, Always feminine care products, has rolled out a scripted online entertainment series."
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