Don your helmets, err … your 3-D glasses. You'll need them for a Super Bowl weekend ad and programming blitz in three dimensions.
Procter & Gamble kicks it off Friday with a 3-D website for Crest Whitestrips Advanced Seal.
P&G joins PepsiCo and DreamWorks Animation in using the proliferating technology for a marketing stunt. During the big game, Pepsi and DreamWorks Animation will air back-to-back 3-D ads for SoBe Lifewater and DreamWorks' upcoming 3-D movie, Monsters vs. Aliens.
PepsiCo has distributed more than 130 million pairs of those goofy 3-D glasses via more than 25,000 grocery, drug and mass retail stores. Intel, a provider of 3-D technology for both the movie and the ads, paid for the production of them, which can cost up to a nickel each.
P&G's promotion is a stealth play. It's counting on site visitors to use the specs Pepsi doled out. The site shows close-ups of whitening-strip wearers kissing at KissMeIn3D.com. The point is to show that the strips can't be seen, and besides, says Heath Rudduck, executive creative director for Crest digital agency Digitas, "No one really enjoys kissing in 2-D."
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Wednesday, February 4, 2009
3-dimensional strategy takes shape for marketers, TV shows
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