The Social Media Campaign on Facebook

P&G tried another social media campaign on Facebook.com for their new product, Crest Whitestrips Advanced Seal. This contest also provides a grand prize of $2,000 to the participants who writes about a story named “connection wish”-someone you want to visit. P&G actually pays for a winner’s travel expenses. According to Mintel, a Chicago-based market-research firm, Crest Whitestrips products dominate 60% of the whitener market in March, 2009, but they also mentions that since 2003, the sales of whiteners have been declined.

P&G has recently increased the campaigns that needed consumers’ participation with providing cash to winners. P&G seems that they want to make actual and effective contacts with consumers through media such as social networks, celebrities, TV, and magazines with prizes. However, it seems to me that there is not such a real connection between products and consumers in this social campaign marketing. First, what is the relationship between Whtestrips and a holiday “connection wish”? Second, as a consumer, I do not feel good when I see sales and marketing on Facebook. This is made for the social network not for commercial purposes. P&G needs to consider this point of view. The product information is better to be exposed on media where consumers like to see them.