Tampax launches viral video

Procter & Gamble?s Tampax has launched a viral video with the help of Leo Burnett, Chicago. The campaign is anchored by a blog that features professionally produced videos at Zack16.com.

The story follows the story of Zack Johnson, a boy who wakes up one morning to see that his ?guy parts? have been changed to ?girl parts.? The main link to Tampax occurred when Zack experienced his first period during French class. He sneaks into the girl?s bathroom to use a Tampax vending machine.

For the past week, it has been ranked among the top viewed videos on YouTube with around 6,000 views. It had additional views on sites like Funny or Die and StupidVideos.com. There was also a fictional Mr. Johnson Twitter account (@ZachJohnson16) that has 949 followers.

?It’s a learning lab out on the net,? said a spokesperson for P&G. The campaign is described as a play of different ideas. He added, ?You can tell it’s not very heavily branded at all.?

?It was inexpensive for us to do this one little effort and kind of get a feel for how much pickup it gets, if it goes viral or if it doesn’t.?

Source: AdAge