Doing a little research on my previous post and found that the original WSJ story (link here -- subscription required) describes another innovative aspect of the Google/P&G partnership. With the help of their built-in focus group/viral marketing expert panel from Google, P&G created:
". . . an online campaign inviting people to make spoof videos of P&G's "Talking Stain" TV ad and post them to YouTube. The original ad, for Tide to Go stain-removing pens, aired during the Super Bowl and shows a job candidate being drowned out by a talking stain on his shirt that babbles nonsense every time the man tries to speak during an employment interview."
Because of the inherent risk in allowing users to generate content around your brand (especially, for obvious reasons, content based around a "talking stain"), P&G had to do some due diligence, 2.0-style:
"P&G tried to enforce limits. It provided prospective spoofers a tool kit of official logos. And it demanded that any stains appearing in mock ads must come from an approved list, ranging from a mai tai to spinach dip. (Grease, blood or ink was forbidden because the Tide to Go stain-removing pen doesn't work on those stains.)
Of the 227 spoofs submitted, the WSJ reports that only a handful were deemed "good enough by P&G to air on TV." However, the marketers were pleased, and the campaign was successful enough that Tide plans to use more consumer-generated content in the future. As earlier stories of mine show, they will not be alone.
Here's the video intro: