Client: Johnson & Johnson Healthcare Products Division of McNEIL-PPC, Inc.

Objective: Promote the launch of LISTERINE WHITENING Quick Dissolving Strips.

Tactic: Photo Contest

Mechanics: Consumers were directed to the promotional site to upload an original photo and story that describes a liberating whitening experience “whitening set free”. Country singer Jennifer Nettles was part of the judging panel.

Prizes: A 3-day/2-night trip for two to winner’s choice of selected destinations, to see Sugarland in concert. A $500 Spa Finder Gift Card and a $250 AMEX Gift Card