Procter & Gamble Co. will tie 20 of its brands to CBS’ Survivor in 2004, with product placement and content integration as well as ads.
P&G’s media-buying agency MediaVest Group arranged the deal as part of P&G’s annual negotiations with CBS parent Viacom, worth $300 million for 2004, reports Advertising Age. Cincinnati-based P&G is one of four major Survivor sponsors.
The tie-in kicks off in February with Survivor 8, reports Ad Age. A contest lets consumers vie for a chance to appear on Survivor 10 in 2005: Players buy three P&G products and answer three questions about Survivor 8, per Ad Age. Five entrants will be drawn at random to be interviewed as potential contestants for the show. P&G supports the effort in-store and via P&G BrandSaver, an online loyalty and FSI program, according to Ad Age.
The 20 participating brands include Bounty, Charmin, Clairol, Cover Girl, Crest, Dawn, Downy, Herbal Essence, Olay, Old Spice, Pantene, Pepto-Bismol, Pringles, Secret, Tide and Zest, per Ad Age.
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