If you’ve ever watched the movie Weird Science, you remember the two nerds that create their “dream woman”. Perhaps the same is happening over at Proctor & Gamble, who created Miss Irresistible – the “freshest” babe to enter the social media network and specifically designed to promote P&G products like Crest and Scope. With over 40,000 friends on MySpace (and growing), she is equipped with a profile listing her “most irresistibles”, including none other than her favorite toothpaste and mouthwash, favorite dessert, and yes – her secret weapon: fresh breath.
Beyond this is the encouragement (and viral marketing attempt) she brings for viewers to send “naughty or nice e-Cards”, e-cards designed with witty sayings like “I wanna get fresh with you” and allow users to personalize with user’s photos.
Is this an attempt to reach niche audiences or an attempt to freshen a decades old brand? It seems P&G is and other large companies are beginning to understand social media marketing campaigns like Miss Irresistible can do both. H.J. Heinz Co. has a create-your-own video commercial contest, and Hellman’s mayonnaise is behind a food and cooking site featuring a video series and blog with chef Dave Lieberman.
Particularly interesting is the effect these key players will have on social media. Will audiences that are targeted by these companies move to newly emerging and less mainstream social media sites?
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