Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

P.&G., the Pioneer of Mixing Soap and Drama, Adds a Web Installment

The consumer products giant has created “Crescent Heights,” a new
online soap opera that aims to reach young viewers where they watch
most — their PCs and cellphones.

~A

P.&G., the Pioneer of Mixing Soap and Drama, Adds a Web Installment – New York Times
Can young Ashley find success and happiness in the big city? Will the dashing Eric win her heart? Can she make consumers buy more Tide detergent?

Stay tuned. Or logged on.

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 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.

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Filed under: advertising, Branded Entertainment, Consumer, CPG, Internet, living target, Mobile, trends, TV, viral, VOD, websites, WOM, Women, Young Adults, youtube

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