P&G wants to leverage viral and user-generated platforms to create awareness for new products.

Create a 1:1 relationship with female consumers while creating an incentive for the audience to virally promote its campaign and drive traffic to its promotional online sites.

Soapbox Mobile designed and is launching a number of mobile campaigns including a scavenger hunt which offers registrants clues via text that can be solved by seeking out other P&G advertising media. Players can invite friends to participate and earn additional points toward a grand prize. Unique "keywords" and promotional codes will be used to track media response rates and viral participation.