Crest, the toothpaste brand owned by Procter & Gamble, is asking Americans to cast their vote and select their favorite flavor. The site, hosted through ePrize, looks like the ones we saw last year during the Presidential Race, and aims at engaging customers with the product marketing choices of the brand. The users who register also gain the chance to win a series of prizes: a trip or a year's Crest supply.
The New York Times has an article by Louise Story to commenting the new promotional idea, created by Saatchi & Saatchi. Traditional marketing techniques are becoming less effective, so we require a shift in the approach to advertising. Engaging customers with online interactivity might be an idea.