If you read this article carefully, you will see that P&G is using a digital media tie-in to increase consumers' involvement in a low-involvement product - Dawn dishwashing detergent. It also provides insight about how Dawn is positioned relative to Palmolive.
http://www.brandweek.com/bw/content_display/news-and-features/incentive/e3id1be9498d926d2ac6e0ffbf6268334e3
Also, check out the related site -- http://www.dawn-dish.com/en_US/handshavetalent/home.do
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