Brand: Procter & Gamble / Herbal Essences

Company:  M-Qube

Goals

• Leverage the mobile channel to reach target demographic of teens and young adults.
• Integrate with P&G’s nationwide marketing campaign “Never Underestimate the Power of Herbal”.
• Drive interactions with Herbal Essences music, content, images and messages on an ongoing basis.
• Strengthen the relationship with the target demographic and promote sales of hair care products.

Mechanics

In a milestone for the U.S.marketing industry, Procter & Gamble teamed with m-Qube to launch the first cross-carrier mobile storefront for a major packaged goods brand in the U.S.  The online mobile storefront is integrated with Procter& Gamble’s nationwide Herbal Essences marketing campaign, “Never Underestimate the Power of Herbal.”  Consumers can interact with Herbal Essenes music, content, images and messages at www.herbalessences.com/mobile.  Herbal Mobile members can send a text message to a friend, receive hair care alerts, take a compatibility quiz and download ring tones and images to their phone.