03/24/2020
DI Throwback site, in mid-2000 We started work on a Proctor and Gamble site toejam.com. Launched in 2001 and ran for 4 years and then was rolled into beinggirl.com
P&G targets teens via Tremor, Toejam sites
By Jack Neff. Published on March 05, 2001.
https://adage.com/article/news/p-g-targets-teens-tremor-toejam-sites/55336
Months after closing its controversial Swizzle teen-community site in the U.K., Procter & Gamble Co. is plunging back into teen community building with two sites in the U.S.-Tremor and Toejam. The sites advance a strategy P&G President-CEO A.G. Lafley outlined last year as identifying and leveraging influence of "teen chat leaders" to market products.
The initiatives also serve as market-research conduits. Toejam, formally launched March 4 and focusing for now on Southern California, promises to let members preview new products and "critique" ads before they're distributed widely. Less is known about Tremor, which has yet to fully launch. But the site, which is now accepting registrations, appears aimed at both market research and recruiting teens and preteens for word-of-mouth marketing campaigns. A parental-information section of Tremor says members are selected from "hundreds of participants from across the country" and that the site will "reward the most active members with merchandise and other opportunities to express themselves as members of their generation."
Toejam offers members a chance to register for "welcome gifts" that include samples of P&G products, and will distribute samples at parties and entertainment events, with tickets distributed by retailers and members. The site is backed by print, outdoor, event, radio and in-store advertising and promotion via Barefoot Advertising, Cincinnati. A contest, launched in late February and promoted on two radio stations and in Longs Drug and Food4Less stores, had teens enter a drawing to win 450 invitations to launch parties at malls in Glendale and San Diego.
Toejam stands for "Teens Openly Expressing Just About Me," and the site will encourage teens to submit essays, stories and poems on topics to be selected by the community. Site copy portrays it as the brainchild of six teen girls who met in a firehouse.
Months after closing its controversial Swizzle teen-community site in the U.K., Procter & Gamble Co. is plunging back into teen community building with two sites in the U.S.-Tremor and Toejam. The sites advance a strategy P&G President-CEO A.G. Lafley outlined last year as identifying and…
