Procter & Gamble's Prilosec OTC has launched a social-media and word-of-mouth effort to become the "Official Sponsor of Everything" by finding about 1,000 causes supported by consumers that it would back with sponsorships of about $1,000 each. The program from WPP's Bridge Worldwide, Cincinnati, already has boosted the brand's Twitter mentions to 92 in the past month, compared with 56 in the previous 11 months.

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