Procter & Gamble's real-life promo builds online cred

07/27/2009 | NYTimes.com

Procter & Gamble sponsored last week's BlogHer conference in Chicago to promote the new Swiffer Wet Jet cleaning mop. The more than 500 event participants were treated to makeovers, an awards presentation and mobile-device recharging stations. Not all the bloggers wrote about the product, but many tweeted, posted photos on Facebook and spread the word in other ways. "It's not just about blogs anymore," said Beth Feldman, founder of RoleMommy.com. "It's about the numerous ways you can get the word out to people that can make an impact."

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