On the night of the Oscars, P&G's Pantene hair products were being mentioned 35 times per minute on Twitter thanks to an aggressive real-time marketing campaign. The company's #WantThatHair promotion received an estimated 28 million impressions on Oscar Sunday in February. The promotion urged watchers to tweet about hairstyles they saw on the red carpet before the Oscars. "If there's a look on the red carpet and you want that hair, we have a way to get you that hair with our Pantene products," said P&G's Kevin Crociata.

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