Procter & Gamble Uses Pepto Bismol Social Media

A good and detailed case study of the use of Cinco de Mayo festival and a viral YouTube App to promote a consumer packaged goods video.  Good example of how big companies are using social media for marketing, replacing some of the more typical media choices.  Note the emphasis on engaging consumers, and the simple 'game' environment. 

Targeting the victims of the next big hangover-inducing holiday, Pepto Bismol has introduced a YouTube app for Cinco de Mayo.

Visitors to Pepto Bismol’s YouTube channel can find a handful of options to make their own “Pinata Smash” video. There are four different pinatas to choose from, two snacks to fill them with and two “smashers.” When the video is completed, users can share it on Facebook or Twitter.  Kristen Stutz, assistant brand manager for Procter & Gamble, says that there will eventually be 15 to 20 iterations of the video. “The idea was not just to provide content, but be able to enage [consumers] with it,” she says .... "