Pantene's Twitter Program

An interview about what they are calling Pantene's Powerful  Oscars Twitter Program.  Had missed the details of this, but the article is a good case study of the use of Twitter social in CPG event related campaigns.   " ... Pantene’s #WantThatHair Twitter program for the Oscars in February 2013 took the kind of unplanned twist that only an agile marketing team can be ready for, according to Kevin Crociata, marketing director of haircare, North America, and Rotha Penn, communications manager, US haircare, for the Procter & Gamble brand. Crociata and Rotha spoke to eMarketer’s Danielle Drolet about the real-time marketing effort for Pantene undertaken during the awards show. ... "