New media allows major marketers to show edgy side

12/14/2006 | NYTimes.com

Procter & Gamble is among the major marketers trying to get consumer attention for their products through new media, including viral Web efforts, mobile phone podcasts, blogs, video games and "pop-up" retail stores. These nontraditional initiatives can offer more edgy creative, such as P&G's "Men With Cramps" $1 million Net viral campaign for its ThermaCare products for women with menstrual pain.

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